June 11, 2023

Brand Purpose: Why You Exist and What You Stand For

What is the purpose of your brand? Why does it exist, beyond making money or selling products? Understanding and articulating your brand’s purpose is a critical component of effective branding. A brand purpose goes beyond what your business does and how it does it – it’s the deeper “why” that drives everything you do.

In this post, we’ll explore the concept of brand purpose, and why it’s so important for businesses today. We’ll dive into what makes up a brand purpose, including mission statements, vision statements, and brand values. And we’ll discuss how to develop a brand purpose that resonates with your target audience and drives real business results.

So, whether you’re starting a new business or looking to revamp your existing brand, read on to learn more about the power of brand purpose – and how to harness it for success.



Crafting a Powerful Mission Statement

Your brand purpose is the foundation of your business. It defines why you exist, who you serve, and the value you offer to your customers. But how do you translate that purpose into a clear, compelling message that resonates with your target audience? That’s where your mission statement comes in.

A mission statement is a concise statement that captures the essence of your brand’s purpose and what you aim to achieve. It should be a guiding light for your business, a source of inspiration for your team, and a promise to your customers.

In this section, we’ll explore the key elements of a powerful mission statement and give you tips on how to create one that reflects your brand purpose and speaks to your target audience.

When creating a mission statement for your brand, it’s important to keep a few key things in mind:

  1. Identify your purpose: Your mission statement should communicate the purpose of your brand – why you exist and what problem you aim to solve for your target audience.
  2. Be specific and concise: Your mission statement should be brief and to the point, ideally no more than a few sentences. It should clearly convey the essence of your brand.
  3. Use strong language: Your mission statement should be written in strong, clear language that conveys your passion and commitment to your purpose.
  4. Consider your audience: Your mission statement should be written with your target audience in mind. It should resonate with them and inspire them to connect with your brand.
  5. Be authentic: Your mission statement should reflect the core values and beliefs of your brand. It should be an accurate reflection of who you are and what you stand for.

By keeping these key factors in mind, you can craft a mission statement that not only communicates your brand’s purpose but also resonates with your target audience and sets you apart from the competition.



Vision Statement

Once you have established your brand’s mission statement, the next step is to create a vision statement. While a mission statement defines your brand’s purpose and objectives, a vision statement provides a clear picture of what your brand aspires to achieve in the future.

Think of your vision statement as a guiding light that motivates and inspires both you and your team to work towards a shared goal. A well-crafted vision statement should be clear, concise, and focused on the future.

To create your brand’s vision statement, start by asking yourself questions such as:

What kind of impact do we want to make in the world? Where do we see ourselves in five, ten, or twenty years from now? What are our long-term goals for our brand? Once you have a clear idea of what you want to achieve, distill your answers into a short and memorable statement. Your vision statement should be aspirational, but also realistic and achievable. It should be something that you and your team can strive towards, but not so lofty that it feels unattainable.

Remember that your vision statement should be more than just a vague statement about “changing the world.” It should be specific and unique to your brand. Your vision statement should capture what sets your brand apart from the competition and why your target audience should care.

In the next section, we’ll discuss how to define your brand’s values and why they are essential to your brand’s purpose and vision.



Brand Values


Brand values are the guiding principles that shape your brand’s identity and behavior. They reflect your company’s culture, beliefs, and priorities, and help you make decisions about how to communicate and interact with your audience. Your brand values should align with your mission and vision statements, and should be evident in everything you do.

When determining your brand values, consider the qualities and attributes that are most important to your company and its customers. These might include integrity, innovation, authenticity, diversity, excellence, or sustainability, among others. Your brand values should be specific, meaningful, and relevant to your target audience.

Once you’ve identified your brand values, make sure they are communicated clearly and consistently across all of your brand touchpoints, from your website and social media to your product packaging and customer service interactions. Your brand values should be reflected in your brand messaging, visual identity, and overall brand experience.

Remember, your brand values are not just a list of buzzwords or trendy phrases. They are the foundation of your brand’s identity and should guide your business decisions and actions every day. By living up to your brand values and incorporating them into your branding strategy, you can build a stronger, more authentic brand that resonates with your target audience and earns their loyalty and trust.


Examples of Great Brand Values from Well-Known Brands


Looking to create your own brand values? Take inspiration from these well-known brands that have successfully defined and integrated their brand values into their business strategies:

Nike: Nike’s brand values of innovation, inspiration, and sustainability are reflected in their products and marketing campaigns. They also prioritize diversity, inclusivity, and social responsibility.

Patagonia: This outdoor clothing company is known for its commitment to environmental sustainability and corporate social responsibility. Their brand values of quality, durability, and environmental stewardship are evident in their products and actions.

Airbnb: The brand values of Airbnb are built around community, belonging, and connection. They prioritize creating a sense of belonging for both their guests and hosts, while also emphasizing the importance of diversity and inclusivity.

Ben & Jerry’s: This ice cream company has a strong commitment to social justice, environmental sustainability, and fair trade. Their brand values of social and environmental responsibility are reflected in their products and business practices.

Apple: Apple’s brand values of simplicity, creativity, and innovation have been integral to their success. They prioritize design and functionality, while also emphasizing their commitment to privacy and security.

These examples illustrate how brand values can be integrated into a company’s identity and drive their business decisions. By defining your own brand values, you can create a strong foundation for your brand and differentiate yourself from competitors.



Crafting Your Brand Purpose


Now that we understand the importance of a brand purpose, how can you go about crafting one that truly resonates with your target audience? Here are some steps you can follow:


How to identify your brand’s purpose


  1. Start with your why: What inspired you to start your business in the first place? What problem are you trying to solve? Your brand purpose should reflect your overarching mission and values.
  2. Research your target audience: What are their pain points and what motivates them? How can your brand help to address their needs and aspirations?
  3. Analyze your competitors: What are they doing well and where are there opportunities for differentiation? How can you set yourself apart with a unique brand purpose?

Tips for creating a mission statement, vision statement, and brand values that align with your brand’s purpose


  1. Be concise: Your statements should be short, memorable, and easy to understand.
  2. Be authentic: Your brand purpose should reflect your true values and beliefs, not just what you think your audience wants to hear.
  3. Be aspirational: Your vision statement should inspire your team and your customers to believe in a brighter future.
  4. Be inclusive: Your brand values should reflect a commitment to diversity, equity, and inclusion.

How to communicate your brand purpose to your target audience


  1. Use storytelling: Share stories that demonstrate how your brand is making a positive impact on people’s lives.
  2. Use visuals: Use images and videos that reflect your brand’s purpose and values.
  3. Use social media: Share updates about your brand purpose on social media, and engage with your audience to build a community around your brand.


Benefits of a Strong Brand Purpose


A strong brand purpose can have a range of benefits for your business, including:

  1. Building brand loyalty: When your brand purpose aligns with your customers’ values, they are more likely to become loyal advocates for your brand.
  2. Differentiating from competitors: A strong brand purpose can help you stand out in a crowded market and attract customers who are looking for brands that share their values.
  3. Attracting top talent: A clear brand purpose can help attract and retain employees or collaborators who are passionate about your mission.
  4. Driving business growth: Brands with a strong purpose tend to outperform their competitors and enjoy higher levels of customer loyalty and engagement.

Here are a few examples of brands that have successfully built a strong brand purpose:

  • Patagonia: Their mission is to “build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
  • TOMS: Their mission is to “improve lives through business.”
  • Airbnb: Their mission is to “create a world where anyone can belong anywhere.”




In today’s crowded marketplace, a strong brand purpose is more important than ever. By defining your brand’s purpose, creating a mission statement, vision statement, and brand values that align with that purpose, and communicating your purpose to your target audience, you can build a brand that resonates with customers and drives business growth. Take the time to define your brand’s purpose and communicate it to your audience – it could be the key to unlocking a world of opportunity for your business.

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