How To Define Your Brand Purpose & Why You Need To
Being able to define your brand purpose is one of the most important aspects of your business. A brand without a purpose won't serve your business in the long run, and branding without a purpose certainly won't attract your dream clients and will most likely need redoing over and over again.
Your brand consists of many things - your purpose, your message, your people, your voice and so much more. Your branding on the other hand, is a visual identity that serves and reflects your purpose and brand message. So, before you head off to work on your branding, or you hire someone to do it for you, make sure that you take some time to define your brand purpose and establish your brand. Here’s why you should AND how to do it…
What is a brand purpose?
It’s the reason your brand (and business!) exists. Forget about the money, we all know that’s the main reason your business exists! Your brand purpose is what you want to achieve through your business. Who do you want to help? Why? How?
Some people will refer to this as a mission statement - for example, if you’re a yoga studio or instructor, your purpose might be to help people unwind. But, taking that further (we’ll get onto how you define your brand purpose later), your purpose might be to help women who work in the corporate world relax and find balance.
Why having a defined brand purpose is essential
The biggest reason is your target audience.
In the world of online business, we hear a lot of people talking about finding a niche and knowing who your ideal audience is. The reason for this is that knowing these things will help you develop and grow a successful business.
By knowing who your ideal audience is, you can really hone in on what your brand purpose is. And, with that, you can create content, products and services that truly resonate with that audience
If you know who you want to help, why you want to help them and how you’re going to do it, you can provide them with exactly what they are looking for. No more time wasted in your business wondering what you need to be creating and why you’re not making any money.
Having a well defined brand purpose can also help with brand loyalty. If people feel like they really connect with your brand, they’re much more likely to stick around and come back to you time and time again.
So, how does this relate to branding?
At the start we mentioned that you should define your brand purpose before you worked on any branding. So you might be wondering how to two relate.
Your branding is what your target audience see online. It’s what initially draws them in to your website to read more about you. If you want your branding to attract your target audience, you need to be able to portray those things we just mentioned - what it is that you do for them and how you can help them - through your branding.
You want someone to look at your branding and know instantly that your products and services are perfect for them. You want them to feel connected to your brand personally.
That’s why all of our branding packages include a brand clarity questionnaire which we then use to develop a creative brief which outlines your mission and values, target audience and more. This serves as inspiration for the branding, ensuring that the end design truly reflects your purpose.
How to define your brand purpose
Now that you know what a brand purpose is and why it’s important, you probably want to know how you create it. Defining your brand purpose is a fairly simple exercise but one that often gets overlooked.
To define your brand purpose ask yourself the following questions:
Why did you start? This one is about your business goals. Did you start to make money? Did you start because you love doing it?
What do you do? What products, services etc. do you provide?
Who do you do it for? Try to be as specific as possible with this - imagine an individual person
How does your audience benefit? What changes are you making to their lives? How will things be different after they read your content and purchase your products and services?
How? What will you do to achieve the above? Do you provide 1:1 coaching? Do you create bespoke products?
What makes my business unique? Think about your USP and what makes you different from your competitors.
What are your underlying values? Think about any underlying values you may have that you want to reflect in your branding. They might not be directly linked to what you do but if they are important to you, include them! For example, being vegan might be completely irrelevant to your business as a wedding photographer BUT if it’s reflected in your branding, you might draw in additional clients who love that about you.