How To Define Your Brand Purpose and Why You Need To
Being able to define your brand purpose is one of the most important steps for any business - especially if you’re looking to grow a brand that is not only successful but future proof - infused with intention and built upon a strong foundation.
Of course, a brand can exist without a purpose, but eventually, it will get lost in the noise and decisions will become harder to make. You’ll find yourself being pulled in different directions and always looking at competitors, rather than communicating your unique magic with clarity and confidence, making intentional decisions and in turn, making waves in your industry.
There’s no time like the present!
Whether it’s now or further down the line, you’ll need to sit down and get clear on why you do what you do. Gaining clarity early on is a gift for your business and will guide all of your business choices in the future, ensuring your brand is strategic and not doing something “just because”.
Your purpose is a small part of your brand strategy, but one that will serve your business time and time again - so grab a tea, coffee or wine and let’s do this!
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, what’s your mission? What’s driving you? What’s the bigger picture?
For Example
If you were a yoga instructor, you may say your purpose is to teach yoga.
And yes, this is totally true, but let’s take it further - what’s the bigger picture here?
You want to encourage women to practise self-love and prioritise their wellbeing - both mind and body. You want to provide a safe, calming and motivating space where women can not only practise yoga but reflect, unwind and find balance in the hectic modern world. You want to create a supportive community of like-minded women, one that promotes connection, inclusivity and body positivity with self-love at the core of everything.
Why having a defined brand purpose is essential
Your purpose goes beyond the surface and digs deeper, it’s more than the products you sell or the services you offer and this means something to your dream clients and customers. People of course care about price, but beyond that, they are drawn to brands that have a purpose and a bigger mission, one that aligns with them and speaks to them on an emotional level.
This is why your brand purpose is invaluable, whether you’re a part-time solopreneur or a multi-million-pound corporation - it gives you clarity and will, in turn, make sure your decisions align with your people and communicate all of your unique magic.
You're the one that I want (ooh, ooh, ooh, honey!)
You want your dream clients to look at your brand and know instantly that your products and services are perfect for them - you’re just what they’ve been looking for! You want to speak directly to them and their values, in turn, converting them into loyal fans and lovers of your brand.
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 to get clear on yours. Defining your brand purpose is a fairly simple exercise but one that often gets overlooked - below you’ll find our workbook full of prompts to dig deeper and get to the core of your ‘why’, your purpose.
Download your free workbook below to deep dive into your purpose and gain clarity in your business!
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