What Is Brand Philosophy?

[+How To Find Yours]

Brand philosophy is not a term you come across often.

You’ve heard of brand purpose, brand values and brand promise no doubt.

Each of these terms have thousands of articles written about them and are part of the usual suspects when it comes to brand strategy elements.

But brand philosophy?

What’s it all about and why is it important?

That’s what you’re about to learn in this article.

Brand philosophy is not a term you come across often.

You’ve heard of brand purpose, brand values and brand promise no doubt.

Each of these terms have thousands of articles written about them and are part of the usual suspects when it comes to brand strategy elements.

But brand philosophy?

What’s it all about and why is it important?

That’s what you’re about to learn in this article.

What Is A Brand Philosophy?

The most iconic and most loved brands in the world all share a common characteristic.

They’re all abundantly clear “who they are” and are obsessive in shaping their audience’s perception so they are seen and experienced in that light.

These characteristics point to self-assured brands that have a clear understanding of the role they play in the lives of their audience and why they play that role in that way.

This understanding of self all plays a role in a brand’s philosophy, which can be described in the following way.

Brand Philosophy Definition

Brand Philosophy refers to the brand’s “Way of doing things” and the belief in that method.

It answers the question:

What is “Our Way” and why is that important to us?

Why Is Brand Philosophy So Important?

A brand philosophy is not something that’s commonly placed on a website or within a brand’s collateral as many of the other traditional brand element statements cover much of the brand’s philosophy.

That said, a well-developed philosophy can become a powerful internal tool that the brand representatives can come together on and get behind.

If you develop every suggested brand statement, you won’t have a shortage of statements your brand can use as a mantra.

Brand Purpose

Brand Vision

Brand Mission

Brand Values

Brand Promise

Unique Selling Proposition

Value Proposition

In theory, any one of these statements could represent the brand’s war cry, however, the brand philosophy uncovers a little more.

When a brand is clear on exactly what “our way” is, it takes on a sense of pride.

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Brand Purpose vs Brand Philosophy

With all this talk of “believe” and “beliefs”, it would be easy to say “Right, so the philosophy is the brand purpose”, but it’s not.

Brand Purpose
[Belief Of Existence]

Brand purpose is the brand’s “Why” beyond commercial intent.

It answers the question:

  • “Why do we do what we do aside from commercial intent?”

The answer to this question provides a “reason for being” and a “belief of existence”.