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Brand Purpose: The Driving Force Behind Customer Loyalty

Are you striving for more than just sales? Explore this guide on crafting a brand purpose that gives you a competitive edge and boosts customer loyalty.

When you start a business, it’s not just about opening up a shop and selling your products or services for a profit. It’s also about making a difference by doing something special or changing the world for the better.

Maybe you set out to help the environment or improve your community, or you’ve simply come up with new ideas in your field. Or perhaps you want to make sure people enjoy the ultimate customer experience when shopping from your brand.

Whatever the case, this overarching goal is your brand purpose—and it’s the secret to connecting with people on a deeper level. It’s what sets you apart from the competition and builds a lasting bond with your customers. If you haven’t yet defined your brand purpose, now is the perfect time to begin. Use this guide as your starting point.

What is a company’s brand purpose?

Your brand purpose represents why your company exists beyond just making a profit. It’s deeply rooted in your personal values and serves as your company’s reason for existing. Think of it as the mission that acts as your North Star when charting your brand story.

Crafting your brand purpose involves looking past the things your company sells. Go deeper than just your products and services and reflect on the difference you want to make. Consider how your company can improve people’s lives, help your community, or work toward a better future.

If you can do that effectively, your brand purpose will shape your business model, guide every decision, and influence how you think about your company. It will also reflect what your customers care about, creating a stronger, more meaningful bond with them.  

Benefits of having a clearly defined brand purpose

Why is a good brand purpose important for your business success? A clearly defined brand purpose cuts through the noise, helping your company stand out in today’s competitive market. Here’s how.

Elevates the customer experience

A strong brand purpose enhances the customer experience. Customers enjoy shopping more when they feel they’re supporting something they believe in. It makes them feel good about buying a product or service, bringing them closer to your brand.

For example, if your food brand uses only organic ingredients, people who like eating healthy will be happy buying from you. That’s because they know they’re buying food that matches their healthy lifestyle.  

Gives customers a sense of purpose

Modern customers want to be part of something bigger. When your brand has a clear purpose, it gives them this chance. Every time customers buy from you, they support a cause that aligns with their values.

Buying your products turns into a way to support a common cause, whether your company backs community programs or champions social causes—by supporting you, your customer is able to support these causes, too.  This gives customers a sense of purpose fulfilled by simply choosing your company over the competition.

Builds brand loyalty and trust

When your brand demonstrates it cares about the same things your customers do, it creates a strong connection. This is more than people just liking what you sell. This connection centers around shared beliefs and mutual support.

When customers see your brand backing the causes they believe in, their trust in your brand grows. This trust turns into loyalty over time. Many loyal customers become advocates for your brand because they believe in what you stand for and want to support your mission.

Gains a competitive advantage

Having a clear brand purpose can really help you stand out from other businesses. When people connect with your central mission, they’re more likely to choose you over competitors. The shared values draw in new customers and keep existing ones loyal. This gives your brand a competitive edge, potentially leading to rapid growth and a higher market share.     

Helps make a positive impact

With a clear brand purpose guiding you, it’s possible to help make the world a better place. If your brand is all about things like protecting the environment, helping people in your community, or being fair to everyone, you’re genuinely making a difference.  

Your business becomes about helping others, not just making money. This is great for you, your customers, and the world as a whole. Plus, as you support important causes, it might even encourage other people and businesses to help out, too. The ripple effect of your actions can inspire a wider movement, spreading positivity and change far beyond your own brand.

Popular brand purpose examples and key characteristics

Building a successful brand is all about knowing why you’re in business and making sure everything you do reflects this reason. Many of the best brands have a strong purpose driving their operations, messaging, and customer connections. So, it’s a good idea to look at the leading brand purpose examples for inspiration as you define your “why.”

Embrace diversity: Fenty Beauty’s focus on diverse shades

When Rihanna launched Fenty Beauty, she had a clear vision: create makeup for all skin colors and types. This was a big deal at the time because many other makeup brands didn’t offer enough choices for different skin tones. The lack of options made a lot of people, especially those with darker complexions, feel like they didn’t matter to the beauty industry.

By challenging narrow beauty standards, Fenty Beauty shows that everyone is beautiful and important.  The brand quickly became famous not only for its game-changing makeup formulas but also for being inclusive. Its mission to help people feel represented paved the way for other brands to do the same. This changed the beauty industry and showed how a strong brand purpose can make a real difference.   

Champion social causes: Ben & Jerry’s advocacy for social justice

Ben & Jerry’s is known for more than just ice cream. This company also deeply cares about making the world a better place. It works toward that goal by supporting causes like fighting climate change and promoting equality. This compelling purpose shines through in its business operations, product development, and marketing efforts.

For example, Ben & Jerry’s regularly makes special ice cream flavors for different causes. As the sales roll in, a portion of the revenue goes to charities that support these issues. This way, the company uses its popular products to raise awareness and funds for social justice, sustainability, and more. This approach deeply resonates with customers who enjoy the new flavors and feel good about supporting a worthy cause.  

Target aspirations: Nike’s inspiration to athletes of all levels

Nike’s brand purpose is to truly support people’s athletic aspirations. This company understands that every person’s journey is unique, and it caters to that diversity. By offering a wide range of products, Nike ensures that athletes of all skill levels can get the gear they need to succeed.

Moreover, Nike’s sponsorships and marketing campaigns often feature athletes from various walks of life. These stories of hard work and success motivate people who are already athletes and inspire those who want to become one. Even its famous “Just Do It” slogan serves as a powerful message of encouragement. All these efforts frame Nike as an ally for athletes everywhere, strengthening its connection with customers.  

Connect to your products: LEGO’s dedication to creative play

LEGO aims to empower creative exploration in all they do. Every LEGO set reflects the company’s brand purpose, and they’re designed to get builders of all ages to use their imagination freely. While these sets are still toys, they do so much more. They encourage people of all ages to build, experiment, and tell their unique stories. The creative play fosters innovation and problem-solving skills while bringing people together.

You can find this commitment to creativity in LEGO’s storefronts, marketing campaigns, and events. In stores, customers can dive into the LEGO world, explore different building sets, and even make new minifigures. LEGO’s marketing campaigns go one step further by bringing the sets to life with animations, storytelling, and interactive experiences. As the final piece of the puzzle, building contests and other events bring the LEGO community together, creating strong connections between builders and the brand.

Be unique: Patagonia’s big give toward combating climate change  

Patagonia has long been on a mission to protect the environment and combat climate change. This brand purpose guides the company in using eco-friendly materials and reducing its impact on the planet. But it was the founder’s recent decision to fully dedicate his company to the cause that really made waves.

When founder Yvon Chouinard pledged to invest in protecting the environment with all profits left over after business expenses, it sent a powerful message. This company exists to make a significant difference in the world, not just sell outdoor gear. Customers who share these values feel drawn to Patagonia as a brand and a symbol of environmental activism.

Steps to defining and marketing your brand’s purpose

Having a well-defined brand purpose can serve as the driving force behind your brand’s success. However, pinpointing that purpose isn’t always a simple task. Choosing a purpose that aligns with your customers’ values takes careful thought. Even more strategy goes into sharing your reason for being with the world. It’s worth the effort, though, so use these 5 steps to get started.

Step #1: Identify your brand purpose through research and reflection

Start by understanding why your company exists. Reflect on your company values and mission and what makes it unique. Also, think about the problems your products or services solve and the good they bring to people’s lives.

Then, consider what matters to people in your target market. Ask yourself:

  • Are there any causes your customers support that relate to your brand?
  • What values and beliefs does your brand hold that resonate with your customers?
  • What might inspire people to shop from your brand instead of a competitor?

As you think about these things, jot down plenty of notes with your findings. By the end of this process, you’ll uncover your core purpose and the connection it has with your audience.  

Step #2: Craft a compelling and resonating brand purpose statement

Once you know why your brand exists, put it into words. Create a clear and powerful statement explaining why your brand exists and how you aim to make an impact. Make sure the wording reflects your values and beliefs, evokes emotion, and leaves a lasting impression.

Depending on your mission, your brand purpose statement might look like one of the following:

  • To provide reliable and efficient transportation solutions for urban mobility
  • To make people’s lives more convenient and enjoyable through user-friendly technology
  • To help families and friends create lasting memories through shared travel experiences
  • To ensure access to clean water and sanitation for underserved communities worldwide
  • To redefine nutrition, sustainability, and healthy living with ethical, lab-grown food solutions

Keep your brand purpose statement brief and straightforward without missing any details. It should be easy to understand and remember so it can guide your brand’s actions and connect with your team and audience.

Step #3: Share your brand vision company-wide and put it into action

Now that you’ve defined your brand purpose, it’s time to make it an integral part of your company’s DNA. Share your brand vision with everyone in your company, from top leadership to frontline employees. Make sure they understand why your brand exists and the way the brand vision guides the company’s actions. 

To put your brand purpose into action, align your company’s policies, strategies, and decisions with your values. Aim to make your mission the heart of your brand identity. This way, your purpose isn’t just a slogan but a guiding principle for everything you do.

Then, talk to your employees about your brand’s mission and encourage them to use it to drive their daily work. Ask for their ideas on how to turn your purpose into a catalyst for positive change and growth.  

Step #4: Use your brand purpose statements in advertising campaigns

Next, highlight your brand purpose in your marketing. It’s what sets your company apart, so let it shine in your ads. Create messages, visuals, and content that highlight your purpose and show why your brand matters.

For example, brands focused on pet adoption might create campaigns featuring rescue stories, adoption drives, and responsible pet ownership tips. Similarly, pet training companies can offer valuable tutorials and resources that keep the learning happening at home.

Over time, your purpose will become the core of your marketing. This will reinforce your brand’s identity and help you connect with customers more deeply.

Step #5: Let your clear purpose inform your overall brand strategy      

With your mission fully ingrained in your company’s culture and marketing materials, you can use it to inform your overall brand strategy by:

  • Ensuring your main product or service offerings align with your overarching brand purpose.
  • Encouraging employees to participate in activities that support your top causes. 
  • Using social media, blogs, and newsletters to share stories and updates related to your mission.
  • Seeking partnerships and collaborations with like-minded organizations and industry influencers.
  • Continuously measuring and sharing the impact of your brand’s efforts every quarter.

Stay open to adjusting your brand strategy to align with your purpose. Keep an eye on how well your strategies work and be ready to make changes when needed. Your brand purpose may evolve as your business grows, so staying flexible is a must.

Elevate your brand image by defining your purpose   

When you define your brand purpose, it guides everything you do. From your products to how you talk to customers, all the pieces naturally fall into place. Having a clear purpose also forges lasting connections with customers who share your values and aim to make a positive impact. Like Fenty Beauty and Patagonia, having a reason for being in business is key to creating a stronger, more meaningful brand. So, isn’t it time to find your why and share it with the world?

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