Brand purpose is the “why” behind your existence, an idealistic view of what you want your brand to be in front of your audience. The values that your brand offers, defines the soul of your organization, and engages your audience emotionally through a series of shared beliefs, solved problems, and inherent meaning.
“A rising generation of consumers is looking for brands to stand for something bigger than the products they sell,” says Bemporad.
“They want brands to embody an inspiring ethos, bring a strong point of view, and take action to make a positive impact in the world.”
One of the best examples of brand purpose is Dove:
The Dove brand’s purpose is about improving the confidence of girls around the world. Dove has recognized the pervasive power of low self-esteem for females, and they’re fighting back against it. This makes them stand out from the competition and induces loyalty from the customers.
As companies continue to strive in the competitive business world, the purpose-driven brand is the one that earns the loyalty of its customers.