In today’s world, consumers are beginning to look for more authentic brands that align with their personal beliefs so brands need to consider their unique role in the world and take stronger stances on societal issues. Brand purpose is about defining the role that your brand plays in the world. What makes your brand righteous and why does it exist beyond commercial gain?
Your core purpose is a short statement of what your brand delivers to humanity or the planet. It usually starts with “To…” and can be more emotional, spiritual or philosophical. Brand purpose helps to determine how you approach innovation as well as some of your internal and external decision making. It also affects your brand perception. Understand that it is not about just the statement itself, it is about how the statement is expressed. Purpose should also align with your mission and vision statements or manifestos.
As we head towards a more sustainable future, customers look for integrity and trust, so brands must place equal emphasis on social needs as on business needs. They will also need to take a stronger stance on social and political issues in ways that are consistent with why they exist and what they stand for. Below are some examples of brands that convey a strong sense of purpose.
1.) STARBUCKS
"To inspire and nurture the human spirit - one person, one cup and one neighborhood at a time."
The purpose statement of Starbucks is expressed through the customer experience of their shops which is also conveyed through their advertising campaigns. Their first campaign called “Meet Me At Starbucks” emphasized the quality experience along with the beauty in the diversity that is seen when visiting a local cafe. This also conveys the sense of altruism and care that creates an emotional bond with people.
2.) TESLA
"To accelerate the worlds transition to sustainable energy."
Tesla’s goal is to revolutionize energy usage by moving towards more cleaner and sustainable solutions to transportation, solar panels and roofs. The company has a strong brand identity in the market that gives them purpose, direction and meaning that appeals to technology enthusiasts, environmentalists and customers that are willing to pay through the roof for a luxury vehicle experience that also aligns with their values.
3.) DOVE
"To make a positive experience of beauty accessible to every woman."
Dove found that most women feel underrepresented in the media as a result of conventional ideas and stereotypes of beauty. This has a damaging impact on the self-confidence of a lot of women. Dove is a brand that is all about the beauty in inclusion and diversity. This is conveyed through their purpose statement.
Their purpose statement is expressed through the “Dove Real Beauty Pledge.” They never feature models, only everyday women as they are in real life. They also help young girls build self-esteem through their “Dove Self-Esteem Project.” Their purpose statement is also expressed in advertising through the “Dove Campaign For Real Beauty” which was launched in 2004 but began a global conversation around the idea of ‘real beauty’ and what it means.
Image source: MKTR.AI
4.) PATAGONIA
"We're in business to save our home planet."
Patagonia is a designer of durable outdoor clothing apparel and gear for silent sports like surfing, fishing and snowboarding. They are also a great brand that stands for sustainability. They recently changed their purpose statement from “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
This new purpose statement is more concise but communicates a broader mission. They are well known for their activism and this helps to differentiate the brand and give it a sense of meaning.
5.) BRILLIANT EARTH
"At Brilliant Earth we strive to make jewelry as beautiful as it can be. We are passionate about cultivating a more ethical, transparent & sustainable jewelry industry."
Today, Brilliant Earth is the global leader in ethically sourced fine jewelry. They go above and beyond the ethical standards and utilize recycled precious metals. They also use FSC certified packaging. They describe themselves as “Luxury with a Conscience”. They appeal to customers who are looking for a luxury experience but still need to maintain a high sense of integrity.
In conclusion, brand purpose is about discovering the reason why your brand exists beyond commercial gain and expressing it to build a more authentic brand image with a sense of purpose, direction and meaning. Purpose is also expressed through your mission and vision statements as well as manifestos. Your brand purpose inspires great campaigns, products, and brand experiences. It also creates a sense of alignment around a unified vision. If you know of any other brands with an inspirational sense of purpose, feel free to leave a comment below. If you enjoyed this article then you might also like my previous one, 5 Trends in Tech shaping the future for Brands
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