Brand Purpose: How to Define and Communicate Your Company’s Why

In a world where businesses are vying for customers’ attention and loyalty, it’s becoming increasingly important for companies to have a clear and compelling brand purpose. A brand purpose is the reason why your company exists beyond just making a profit. It’s the foundation of your brand, and it’s what sets you apart from your competitors. Having a clear brand purpose helps you connect with your customers on a deeper level and build a loyal following of individuals who share your values and beliefs.

In this article, we’ll explore the importance of defining and communicating your company’s brand purpose. We’ll delve into the questions you need to ask yourself to create a brand purpose that resonates with your customers, and we’ll examine real-life examples from lesser-known companies that have successfully implemented these strategies. Additionally, we’ll look at well-established brands that have effectively communicated their brand purpose to create a loyal following of customers who share their values.

By the end of this article, you’ll have a better understanding of why having a clear brand purpose is essential in today’s competitive business landscape, and you’ll have actionable steps to help you define and communicate your company’s why.

Defining Your Brand Purpose

Your brand purpose is the reason why your company exists beyond making a profit. It’s the foundation of your brand, and it’s what sets you apart from your competitors. Defining your brand purpose requires you to ask yourself some important questions, such as:

• What problems do we solve for our customers?
• What values do we stand for?
• What’s our vision for the future?

By answering these questions, you can create a brand purpose that resonates with your customers and sets you apart from your competition. Take, for example, the lesser-known company Bombas. Bombas is a sock company that started with a simple mission: to make the most comfortable socks in the world. But they didn’t stop there. For every pair of socks purchased, Bombas donates a pair to someone in need. Their brand purpose is to make people feel good, both physically and emotionally. By aligning their purpose with a social cause, Bombas has created a loyal following of customers who feel good about their purchases.

Another lesser-known company with a clear brand purpose is Alala. Alala is a women’s activewear brand that’s on a mission to empower women to feel confident and strong. Their brand purpose is to inspire women to live a healthy and active lifestyle while feeling great about themselves. By defining their brand purpose in this way, Alala has created a community of like-minded women who support each other and feel good about their purchases.

Defining your brand purpose is a crucial step in creating a successful brand. Your brand purpose should go beyond just selling products or services. It should be a clear and concise statement that captures the reason why your company exists and the impact you want to make in the world.

To define your brand purpose, start by asking yourself a few key questions. What inspired you to start your company? What values and beliefs does your company hold? What problems does your company aim to solve? What impact do you want to make in the world?

Let’s take the example of a small coffee company called Grounds for Change. Grounds for Change’s brand purpose is to create positive change in the world by promoting fair trade and organic coffee. They define their brand purpose as “to improve the lives of coffee farmers, their families, and the planet by roasting and selling exclusively Fair Trade, organic, shade-grown coffee.”

Grounds for Change’s brand purpose is clear and concise. It captures their values and beliefs, their mission to promote fair trade and organic coffee, and the impact they want to make in the world. By defining their brand purpose in this way, Grounds for Change has been able to connect with customers who share their values and beliefs.

Another example is a small clothing company called Raven + Lily. Raven + Lily’s brand purpose is to empower women and promote ethical and sustainable fashion. Their brand purpose statement is “We exist to empower marginalized women through design partnerships and sustainable economic opportunities.”

Raven + Lily’s brand purpose is also clear and concise. It captures their values and beliefs, their mission to empower marginalized women, and the impact they want to make in the world. By defining their brand purpose in this way, Raven + Lily has been able to connect with customers who share their values and beliefs.

Defining your brand purpose is a crucial step in creating a successful brand. By asking yourself key questions about your company’s values, beliefs, and mission, you can create a clear and concise brand purpose that resonates with your customers.

Communicating Your Brand Purpose

Once you’ve defined your brand purpose, it’s important to communicate it effectively to your target audience. This helps you build brand awareness and loyalty, and it can also attract new customers who share your values. There are several ways to communicate your brand purpose, such as:

• Consistent messaging across all channels
• Visual storytelling
• Social media engagement
• Partnering with like-minded organizations

One effective way to communicate your brand purpose is through storytelling. People connect with stories, and using storytelling to communicate your brand purpose can help create an emotional connection with your audience. Share stories about the people and communities you’re impacting, and how your brand purpose is making a difference in their lives.

Another way to communicate your brand purpose is through visual branding. Your brand’s visual identity, including your logo, color palette, and imagery, should reflect your brand purpose. Use imagery that showcases the impact your brand is making in the world, such as images of happy customers, empowered communities, or sustainable practices.

Social media is another powerful tool for communicating your brand purpose. Use your social media channels to share stories, photos, and videos that showcase your brand purpose. Engage with your audience and encourage them to share their own stories and experiences with your brand.

Let’s take the example of Warby Parker, a company that sells affordable, stylish eyewear. Warby Parker’s brand purpose is to make eyewear accessible to everyone and to give back to those in need. They define their brand purpose as “To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.”

Warby Parker effectively communicates their brand purpose through their messaging, visual branding, and social media engagement. Their messaging is centered around making eyewear accessible to everyone, and they emphasize their commitment to giving back to those in need. Their visual branding, including their iconic glasses designs, reflects their brand purpose of making stylish eyewear affordable. They also use their social media channels to showcase their impact, share customer stories, and encourage social engagement.

One lesser-known company that has effectively communicated their brand purpose is Wildfang. Wildfang is a clothing company that’s on a mission to empower women through fashion. Their brand purpose is to break down gender stereotypes and create a world where everyone can be themselves. Wildfang communicates this purpose through their messaging, visual storytelling, and social media engagement. For example, their Instagram account features images of women of all shapes, sizes, and backgrounds, celebrating individuality and diversity.

Another example of a lesser-known company that has effectively communicated their brand purpose is Boxed Water. Boxed Water is a sustainable alternative to bottled water that’s on a mission to reduce plastic waste. Their brand purpose is to create a better world by making sustainable choices easy and accessible. Boxed Water communicates this purpose through their visual branding, which prominently features their commitment to sustainability, as well as their partnerships with like-minded organizations.

Communicating your brand purpose effectively is essential in creating a strong brand identity and building a loyal following of customers who share your values and beliefs. Incorporate your brand purpose into all aspects of your branding, including your messaging, visual branding, and social media engagement. Use storytelling, visual branding, and social media to effectively communicate your brand purpose and create an emotional connection with your audience.

Examples of Successful Brand Purpose

To further illustrate the importance of brand purpose, let’s look at a couple of well-known companies that have successfully implemented these strategies.

One of the most well-known examples is Patagonia. Patagonia is a clothing company that’s on a mission to save the planet. Their brand purpose is to use business to inspire and implement solutions to the environmental crisis. Patagonia communicates this purpose through their messaging, visual branding, and partnerships with environmental organizations. For example, their website prominently features their commitment to sustainability, and they donate 1% of their sales to environmental causes. Patagonia’s brand purpose has created a loyal following of customers who share their values and believe in their mission.

Another well-known example is TOMS Shoes. TOMS is a shoe company that’s on a mission to improve lives. Their brand purpose is to use business to create positive change in the world. For every pair of shoes purchased, TOMS donates a pair to someone in need. They also have partnerships with organizations that address issues such as poverty, education, and healthcare. TOMS communicates their brand purpose through their messaging, visual branding, and social media engagement. Their One for One campaign has become synonymous with their brand, and it has helped them create a loyal following of customers who believe in their mission.

Successful brand purpose is not limited to larger well-known companies, and there are many examples of smaller lesser-known companies that have created a strong brand identity by defining and communicating their brand purpose effectively.

One such example is the small beauty brand 100% PURE, which is committed to creating natural, organic, and cruelty-free beauty products. Their brand purpose is to provide customers with healthy and sustainable beauty options while protecting the environment and animals. Their brand purpose statement is “To create the healthiest products for the purest, most nourishing results while also remaining kind to animals and our planet.”

100% PURE’s commitment to natural and sustainable beauty has resonated with customers who prioritize eco-conscious and cruelty-free products. They have effectively communicated their brand purpose through their visual branding, which features natural, earthy tones and imagery of plants and fruits. They also regularly share content on their social media channels that showcases their commitment to sustainability and animal welfare, such as photos of their recycling program and updates on their donations to animal charities.

Another example of a smaller lesser-known company with a strong brand purpose is The Good Tee, a sustainable fashion brand committed to promoting ethical and eco-friendly fashion. Their brand purpose is to create sustainable and socially responsible clothing options while supporting fair trade practices and promoting ethical labor. Their brand purpose statement is “To create a sustainable world, one t-shirt at a time.”

The Good Tee’s commitment to sustainability and ethical fashion has resonated with customers who prioritize environmentally friendly and socially responsible clothing options. They have effectively communicated their brand purpose through their visual branding, which features simple yet stylish designs with earthy tones and imagery of nature. They also regularly share content on their social media channels that showcases their commitment to sustainability and ethical labor practices, such as photos of their supply chain and updates on their partnerships with fair trade organizations.

Smaller lesser-known companies can create a strong brand identity by defining and communicating their brand purpose effectively. Examples such as 100% PURE and The Good Tee demonstrate that a commitment to sustainability, ethical labor, and social responsibility can be effective brand purposes that resonate with customers who prioritize eco-conscious and socially responsible products. These companies have effectively communicated their brand purpose through their visual branding, social media engagement, and storytelling, creating a loyal following of customers who share their values and beliefs.

Conclusion

In today’s competitive business landscape, having a clear brand purpose is essential. Your brand purpose is the foundation of your brand, and it’s what sets you apart from your competitors. By defining and communicating your brand purpose effectively, you can create a loyal following of customers who share your values and believe in your mission. Whether you’re a lesser-known company or a well-established brand, your brand purpose is what connects you to your customers and helps you make a positive impact in the world.

Defining and communicating your brand purpose is essential in creating a strong and authentic brand identity. A clear and well-defined brand purpose not only helps you differentiate yourself from your competitors but also creates an emotional connection with your audience.

Defining your brand purpose requires introspection, research, and understanding of your target audience. Your brand purpose should be aligned with your company values, mission, and vision, and should resonate with your audience’s beliefs and values.

Once you have defined your brand purpose, communicating it effectively is crucial in creating a strong brand identity. Storytelling, visual branding, and social media engagement are effective ways to communicate your brand purpose and create an emotional connection with your audience.

Smaller lesser-known companies such as 100% PURE and The Good Tee demonstrate that a commitment to sustainability, ethical labor, and social responsibility can be effective brand purposes that resonate with customers who prioritize eco-conscious and socially responsible products.

In summary, a well-defined brand purpose, effectively communicated through your messaging, visual branding, and social media engagement, can help you create a loyal following of customers who share your values and beliefs, and ultimately, drive your business success.