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What is a brand purpose?

It’s the fundamental reason for the existence of a brand — the driving force behind a brand’s actions, decisions, and messaging. A brand purpose goes beyond the products or services it offers, and instead focuses on the broader impact it wants to have on the world.

In today’s world, consumers want to support brands that align with their values and beliefs. They want to know that the brands they choose to engage with are not only providing a product or service but are also making a positive impact on society and the environment. This is where brand purpose comes in.

When crafting your own, answer the question, “why does this brand exist beyond making a profit?” It’s the deeper reason for the brand’s existence and should reflect the brand’s values and beliefs. A strong purpose can differentiate a brand from its competitors and build a loyal following of customers.

One example of a brand with a strong purpose is Patagonia. The outdoor clothing company has a mission statement that reads, “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Patagonia’s purpose goes beyond selling clothing; it’s about using its platform to make a positive impact on the environment.

Your purpose should be authentic and genuine. It should reflect the brand’s true values and beliefs, and not simply be a marketing ploy. Consumers can quickly detect when a brand’s purpose is not genuine and can see through it. This can lead to a loss of trust and a damaged reputation.

A brand’s purpose should be evident in every aspect of the brand, from its marketing messaging to its operations. It should guide the brand’s decision-making and be the foundation for the brand’s strategy. A brand’s purpose should also be communicated clearly to its target audience, so they understand why the brand exists and what it stands for.

Strong purpose can also attract and retain employees. Employees want to work for companies that have a higher purpose beyond making a profit. It can create a sense of pride and purpose among employees, leading to a more engaged and motivated workforce.

However, it’s important to note that a brand purpose should not be confused with corporate social responsibility (CSR). CSR is a company’s efforts to have a positive impact on society and the environment. While a brand purpose can include CSR efforts, it’s not limited to them. A brand purpose goes beyond CSR and is the reason for the brand’s existence.

In conclusion, a brand purpose is the fundamental reason for the existence of a brand. It’s the driving force behind a brand’s actions, decisions, and messaging. It can differentiate a brand from its competitors, build a loyal following of customers, and attract and retain employees. Always be authentic, genuine, and evident in every aspect of the brand. It should answer the question, “why does this brand exist beyond making a profit?” and reflect the brand’s true values and beliefs. By having a strong brand purpose, a brand can make a positive impact on society and the environment, and build a more engaged and loyal customer base.

PULL is a full-service branding and consulting agency specializing in outdoor brands. We have experience in both building brands from scratch and shepherding established brands to their next peak. 

If your brand could use an outside perspective or you just want to shoot the breeze, don’t hesitate to drop us a line

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