BRAND PURPOSE:
The Definitive Guide [21 Best Examples]

Brand Purpose is not a new topic anymore.

It’s been a topic of debate for years now and in some circles is even seen as a “dirty word”.

It’s been executed masterfully, overused distastefully and even abused by brands that want to leverage its benefits without merit.

But despite many believing it was a marketing fad, It has catapulted some brands to “Iconic” status.

This isn’t just another article on “The Purpose Of A Brand”,

It’s everything you ever needed to know about Brand Purpose As A Branding Strategy.

Using research, statistics, examples and visuals, we’re breaking down this topic once and for all,

We’re highlighting the pioneers, the phonies, the inspiring successes and embarrassing failures.

You’ll see why Purpose is here to stay, and give you a step-by-step execution blueprint so you can, understand, discover, strategise and execute purpose into your brand.

Brand Purpose is not a new topic anymore.

It’s been a topic of debate for years now and in some circles is even seen as a “dirty word”.

It’s been executed masterfully, overused distastefully and even abused by brands that want to leverage its benefits without merit.

But despite many believing it was a marketing fad, It has catapulted some brands to “Iconic” status.

This isn’t just another article on “The Purpose Of A Brand”,

It’s everything you ever needed to know about Brand Purpose As A Branding Strategy.

Using research, statistics, examples and visuals, we’re breaking down this topic once and for all,

We’re highlighting the pioneers, the phonies, the inspiring successes and embarrassing failures.

You’ll see why Purpose is here to stay, and give you a step-by-step execution blueprint so you can, understand, discover, strategise and execute purpose into your brand.

Contents

CHAPTER 1
BRAND PURPOSE FUNDAMENTALS
CHAPTER 2
THE GOLDEN CIRCLE PIONEER
the great purpose debate
CHAPTER 3
THE GREAT PURPOSE DEBATE
CHAPTER 4
THE IMPACT OF PURPOSE
CHAPTER 5
BEST + WORST EXAMPLES
CHAPTER 6
PURPOSE STRATEGY CONSIDERATIONS
CHAPTER 7
DISCOVER YOUR PURPOSE
CHAPTER 8
EXECUTE PURPOSE STRATEGY

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Chapter 1

Brand Purpose Fundamentals

Before we deep dive into step-by-step brand purpose strategies and processes, we need to first understand where this desire for brands to be all “purpose driven” has come from.

It’s not something brands talked about in generations gone by.

So why now?

Brands weren’t working to a higher purpose 20 years ago, so what’s changed?

What’s the driving force behind purposeful brands?

What’s The Drive Behind Purpose Driven Brands?

In the 80’s and 90’s communication between consumers and brands was one way.

Brands dictated terms and the consumer had very little say in the relationship.

It was a case of like it or lump it.

The voice of the consumer was small, squeaky and could be talked over quite easily or simply ignored.

Then, the digital revolution came along and conversations went online which started in the beloved 90’s chatrooms.

Suddenly consumers started to voice their opinions and they quickly realised the power in their numbers.

Brands were forced to backtrack, change course, sit up straight and listen and were dragged kicking and screaming into the world of the new powerhouse…

We’ll dive into that a bit deeper later, for now let’s strip back purpose and dive into why.

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The Purpose Breakdown

We as humans are driven by purpose and we seek meaning in our lives.

With self-actualisation, we can reach our full potential and realise our purpose.

In the Oxford Dictionary, Purpose is defined as “The reason for which something is done or created or for which something exists”.

Maslow’s Hierarchy of Needs, a well-renowned psychological theory around motivation, suggests that we all have basic needs, which are tiered by priority.

When each need is met, the next is the most pressing.

In theory, only when you satisfy your Physiological, Safety, Love and Esteem needs, can you move on to Self-Actualisation, which is the desire to become the most you can be, or…

To realise your purpose.

Consumers today, headed up by gang leader, The Millennial, are more self-aware than ever before and as such are more conscious of their purpose and place in the world.

They are selective about the relationships they keep and seek friendships with alignment in beliefs and values, which extend to their relationships with brands.