1
The brand purpose is one of the core tenets of your overall brand perspective, in addition to your promise and point of view.
2
A brand purpose is a distinct set of core values that defines who the company is and why it was created.
3
It is not centered around your product or service, nor is it about making money. A purpose is what or how you contribute to the betterment of your customer and society.
4
A purpose based upon empathy and emotion will show your audience that you are working with and for them.
5
Your purpose shouldn’t be for everyone—it can’t. Some of the most effective brands speak out on topics that may be controversial yet important to their beliefs.
6
Consider this: How does your brand, product, or service make a difference in the life of the person using it?
7
This brand has a distinct purpose, and makes it known and felt.
8
(Brand Purpose 101)
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