Your brand purpose is the fundamental reason your business exists beyond making a profit.
It reflects the impact you aim to have on the world, your customers, and your community.
A well-defined brand purpose guides your business strategy and helps create an emotional connection with your audience.
Steps to Define Your Brand Purpose:
Reflect on Your Origins:
Consider why the business was started. What gap or need was identified?
Reflect on the founding story and initial motivations.
Identify Core Beliefs:
Think about what you believe in as a company.
These beliefs should be enduring and fundamental to your business philosophy.
Determine Your Impact:
Consider the positive impact your business aims to make on customers, society, and the environment.
Ask how your products or services improve lives or solve problems.
Craft a Purpose Statement:
Create a concise statement that encapsulates your purpose.
Make it clear, inspiring, and easy to understand.
Examples of Brand Purpose Statements:
Patagonia: “We’re in business to save our home planet.”
Tesla: “To accelerate the world’s transition to sustainable energy.”
Nike: “To bring inspiration and innovation to every athlete in the world.”
Brand Values
Brand values are the guiding principles and beliefs that shape your company’s culture, behaviors, and decisions. They reflect what your business stands for and help build trust and loyalty with your customers.
Steps to Define Your Brand Values:
Brainstorm Core Principles:
Gather your team and brainstorm the principles that are most important to your business.
Consider what you stand for, how you want to conduct business, and how you want to be perceived.
Align with Your Purpose:
Ensure your values align with and support your brand purpose.
Values should act as a foundation to achieving your purpose.
Prioritize and Refine:
Narrow down the list to a few key values (typically 3-7) that truly represent your brand.
These should be non-negotiable and consistently upheld in all aspects of your business.
Define Each Value Clearly:
Write a clear and concise definition for each value.
Provide examples of how each value is lived out in your daily operations.
Communicate and Embed:
Communicate your values internally to ensure all employees understand and embrace them.
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