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5 Tips for Unlocking Your Brand Purpose

13 May 2024 | Purpose-Driven Branding

“Inspired organisations think, act and communicate from the inside out.” Simon Sinek. Companies driven by a brand purpose are fast becoming the norm because a business driven by a why can be more agile and attract and get the best out of their talent than those who simply focus on function.

“Explore this next great frontier where the boundaries between work and higher purpose are merging into one, where doing good really is good for business.” Richard Branson, Virgin

Finding your brand’s purpose can be a transformative journey but often appears overwhelming. Here are five tips to get you thinking about your brand’s purpose and use it to your advantage.

1. Starts with Self-Reflection

Much like finding your own purpose, understanding your brand’s purpose begins with introspection. Ask yourself, “Why does my brand exist?” and “What do we aspire to achieve beyond profit?” To find your brand’s purpose, you need to know what you genuinely care about and what values your brand holds dear.

2. Define Your Values and Brand Purpose

Identify the core values that your brand embodies. These values should align with your leadership team’s personal beliefs and resonate with your target audience. What are you committed to achieving for your customers? How do you expect everyone in your organisation to act? How will you hold yourselves accountable? They should be actionable as they will form the foundation for living out your purpose.

3. Understand Your Audience

To find your brand’s purpose, you must understand the needs and desires of your target audience. What problems are they trying to solve, and what role does your brand play in their lives? A purposeful brand seeks to meet these needs in a meaningful way.

4. Research Your Competition

Analyse your competitors’ strategies and brand identities. Where do they succeed, and where do they fall short? This investigation can help you identify gaps in the market and areas where your brand can make a meaningful impact. It can also help you craft a brand story that stands out.

5. Leverage Employee Input

Your employees are your brand’s most significant advocates. Involve your team in discussions about your brand’s “why”; they can bring a different perspective and offer little seeds of wisdom that can grow into something powerful. Their insights can be invaluable in shaping a brand purpose that resonates internally and externally.   In a world where consumers are increasingly discerning, finding and living your brand’s purpose can set you apart. It strengthens your business, builds a loyal customer base, and encourages employees to be proud of where they work. With a rich history of helping brands discover their why and guiding them in living out their purpose, we’re well-equipped to assist your brand, too. Talk to us today.