How to build a brand purpose that resonates with your customers

Today’s customers are looking for more than just a product. They’re looking for a brand that they can relate to. One that makes an impact on an issue they care about. The right brand purpose will help you build your brand, meet your customers’ needs, and make a difference in the world.

One of the problems businesses face when discussing brand purpose is that there is no commonly accepted definition of purpose and how a company might translate that into action.

For our purposes, we’ll define brand purpose as a higher reason for a brand to exist beyond making a profit. Not to be confused with a brand promise, your brand purpose connects with your customers on an emotional level. It’s about product-led initiatives that strive to do business and benefit society simultaneously.

Having a brand purpose adds value to your customers and society. It builds emotional relationships between your brand and customers, which boosts loyalty and sales. If your brand purpose is unique, it can be a differentiating factor from your competitors. 

In fact, according to the 2021 Edelman Trust Barometer findings, 86% of people expect CEOs to speak out about societal issues, and 57% indicated that they are more loyal to brands that commit to addressing social inequities. Use these research findings to your advantage as you create your brand purpose.

Brand purpose also benefits your business in other ways:

A meaningful brand purpose captures the attention and emotions of customers. It adds to brand loyalty, giving customers yet another reason to prefer your brand over others. Use your purpose to direct your content marketing strategy, so customers stay focused on your brand, share your purpose with others, and even become brand ambassadors.

For more information about brand loyalty, read our detailed resource.

Once you’ve stated and highlighted your brand purpose, you’ll begin to attract applicants looking for the sense of meaning your purpose brings. Current employees will feel more fulfilled, leading to more creativity, productivity, and job satisfaction. Your brand purpose will become integral to your company culture.

Looking for more information on employee retention? Check out part four of our HR series.

Now that you're attracting and retaining customers who believe in your purpose, you’ll find your profits are rising. Use the revenue to run your business and continue your dedication and support to your purpose.

Your brand purpose differentiates you from your competitors. This differentiation will lead customers with similar beliefs and values to support your brand and brand purpose.

Ensure that all teams across your business understand your purpose and keep it in mind during decision-making. Using your brand purpose as a guide will align all of your brand messaging for a consistent customer experience across the board. 

Your brand purpose will likely be one of these five main types:

If your brand purpose is to elicit joy, you want to delight your customers with experiences of happiness, wonder, and possibility.

This brand purpose connects your brand to the world and to your customers—and connects them to each other.

If your brand purpose is to inspire exploration, it invigorates people and encourages them to explore new horizons and experiences.

This category enriches people with feelings of confidence and pride.

With this type of brand purpose, you challenge and redefine society to make a broad impact.

Warby Parker

To compete against retail optical giants like Vision Source and National Vision, Warby Parker decided its brand purpose was to make eyewear more affordable. Their purpose statement reads: “To offer designer eyewear at a revolutionary price while leading the way for socially conscious businesses.”

On cursory inspection, this could just look like cutting prices to undercut its competitors. But Warby Parker has followed through and proved its authenticity. Along with making glasses more affordable for everyone, they have expanded their purpose to distribute glasses to people in need. At the time of this article, it had donated over 10 million pairs of glasses.

Tesla

Tesla’s brand purpose is: “To accelerate the world’s transition to sustainable energy.” The brand has expanded its sustainable solutions to include solar roofing in addition to cleaner modes of transportation. The company appeals to tech enthusiasts, environmentalists, and customers willing to pay more for a luxury vehicle that aligns with their values.

Patagonia

Its inspiring brand purpose statement is: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Their commitment to the environment includes annual environmental education events, support of grassroots environmental efforts, and switching to 100% organically grown and ethically sourced cotton for their products.

The brand is so committed to the environment, that it has created a self-imposed Earth tax of 1% that they use to support environmental nonprofits globally.

UPS

The delivery company’s purpose is: “A desire to do what’s right, to serve others, and to elevate the quality of life for people around the world.” UPS has been able to activate its purpose through its employees. The company finds out what matters to their staff, what they’re passionate about, where they want to volunteer or lend their voice for change, and what communities they want to help, and then UPS helps employees advocate for change.

Citibank

Citibank’s purpose, “To enable growth and progress,” was exemplified when the economic impact of the COVID-19 pandemic hit. The financial company went beyond loan forgiveness and mortgage relief, they launched an initiative to boost business recovery, helped customers secure paycheck protection program loans, and helped those who were impacted by the pandemic. 

On a smaller impact scale, Citibank made an investment in Citibike bike sharing in New York City. They took the opportunity to help people get around the city easily and sustainably.

Wahl Clipper

The personal grooming company’s, “One Wahl” purpose is its approach to unifying the company across the globe. During the pandemic, they needed to tackle the challenge of understanding how personal grooming needs were changing across the globe. By presenting customers with grooming solutions across many cultures during the unusual pandemic times, they were able to live their purpose as one company offering singular experiences.

As we said earlier, there is no explicit definition of brand purpose and how to translate it into action for your company. That being said, brand purpose, brand vision, brand mission, and brand values are all closely related. 

Why

Brand purpose is why you exist, beyond making a profit or driving shareholder value. It’s what your brand contributes to the world.

Where

Your vision is where you want to go. It’s the destination for your brand—your long-term goals. 

What

Your brand mission is what you must do to realize your vision. These may be initiatives, tactics, operational excellence, or something else that helps you reach your vision.

How