If you’re struggling to think of what to say when it comes to creating content, you’re struggling to put what you offer into words, you know that something just doesn’t feel right or you are struggling to attract customers then you probably haven’t identified your brand purpose. 

Brand purpose (also referred to as your ‘Why’) is what you do or offer over and above just the ‘thing’ that you sell. It’s the very core of your business and should align completely with the needs and desires of your ideal audience and be filtered through all your messaging. 

Brand Purpose Examples 

Tropic Skincare’s purpose is to; 

“CREATE A HEALTHIER, GREENER, MORE EMPOWERED WORLD. We aim to be a force for good beyond beauty and maintain our Infinite Purpose at the heart of everything we do at Tropic.” 

Butternut Box’s brand purpose: 

“To get all dogs eating better quality, better made food; sourcing only the kind of organic ingredients we would cook with ourselves.” 

My brand purpose: 

“To help female founders to create an authentic, purpose-led brand that feels right and give them the clarity and confidence to love, nurture, and grow their business and get connect with their ideal customer.” 

If you don’t have a purpose that’s greater than the ‘thing’ you offer, then people will make their buying decisions based on competitive price, quality, and features alone. 

However, if your audience falls in love with your brand purpose, then they’ll buy what you offer without looking elsewhere. So, if you’re trying to figure out what makes your brand different in a crowded marketplace, then your brand purpose is a great place to start. 

Think of a person or brand whose purpose you’ve completely fallen in love with and remember how you feel whenever they release a new product or service. Do you rush out to price comparison check or do you just know that you have got to get that thing right now? 

“People don’t buy what you do, they buy why you do it.” 

Simon Sinek (Watch his TED Talk) 

Simon Sinek talks about how successful businesses, such as Apple, communicate from the inside out. 

“If Apple were like everyone else, a marketing message from them might sound like this: “We make great computers. They’re beautifully designed, simple to use and user friendly. Want to buy one? Meh” 

“Here’s how Apple actually communicates. “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?” Totally different, right? You’re ready to buy a computer from them. What it proves to us is that people don’t buy what you do; people buy why you do it.” 

 
A compelling brand purpose keeps your audience’s aspirations and objectives at the forefront, aligned with what you provide. It considers what impact you want to make in their lives as well as their beliefs and values. Your brand purpose should have a positive impact on your customer’s lives. 

Painting a picture of how this could look and weaving emotion into your messaging will really connect your audience to your brand. You need to communicate how good they will FEEL once they buy from you. 

Benefits of brand purpose 

• Brand purpose helps your brand stand out from your competitors. 

• Brand purpose creates a loyal customer base who love your brand and buy what you offer without price checking competitor’s options. 

• Brand purpose aligns you with your ideal customers by sharing the same beliefs and vision. 

• Brand purpose acts as a strong core that helps inform your business decisions. 

• Brand purpose gives you clarity and focus about all the content you create. 

• Brand purpose will give YOU confidence and help you visualise how you want to move your business forward. 

Final thoughts 

Your brand purpose is at the very core of what you do and gives you clarity on everything moving forward. It gives you the confidence to be more creative and innovative. Finding the magic thread that connects your purpose to what you do will help you LOVE what you do and help your business flourish. 

If you’re looking to create or recreate an authentic, soulful brand then drop me a line, and let’s chat! [email protected]