Many brands are inspired by tother well-known purpose-led brands, and would like to create a compelling purpose to stand out and make a meaningful impact. 

Brand purpose goes beyond the tangible qualities of a product—it provides intrinsic value and context, evoking intangible and psychological benefits that make people feel good. This has monetary value that buyers are willing to pay for, beyond the product or service itself.

Companies like Apple, with its empowering creativity and self-expression brand purpose, demonstrate the impact of a well-defined brand purpose.

Defining Brand Purpose

Brand purpose is the core reason WHY a brand exists. It serves as our guiding light, shaping behaviour in every moment and infusing meaning into both internal and external interactions. It is the reason our team wake up in the morning, why they come to work, and why customers choose our products or service. 

Brand purpose can range from meeting basic needs to aligning with wants and desires, and even fulfilling deeper hopes and dreams. The deeper the purpose, the more inspiring it becomes.

Best Practice Examples

To illustrate the power of purpose-driven businesses, here are some notable examples:

• Zappos: Deliver wow!
• Iams: Improve the well-being of cats and dogs
• Ikea: Create a better everyday life for the many people
• Tesla: Accelerate the world's transition to sustainable energy
• TED: Spread ideas
• Patagonia: Build the best product, cause no unnecessary harm, and inspire environmental solutions through business

Defining the Brand's Purpose

To define a brand's purpose, it is essential to take a deep look at the organisation and its values. Authenticity, simplicity, integration, and inclusivity are key factors in crafting a purpose that resonates. 

While not every brand can be a planet-saving superhero, every brand can contribute to making the world a better place in some way.

At UnleashNZ, we have developed a workshopping template to unlock a brand's purpose. This technique helps identify points of energy and passion within the team, facilitating the development of a purposeful narrative.

Our Process

1. Gather a diverse team from various disciplines to create a canvas of purpose elements. Include insights from customer service, sales, marketing, product development, human resources, and operations—everyone who plays a role in delivering purpose.
2. Identify areas where energy and passion lie. Determine what's missing and what team members desire. Prioritise these aspects and build stories and examples around them.
3. Create a narrative that showcases the current state and envisions the future. Can this narrative evolve into a powerful brand purpose that drives the business forward?
4. Craft a simple statement of purpose, using strong emotional language and avoiding generalisations and platitudes. Make sure it reflects the team's sincere commitment.

Bringing Purpose to Life

For purpose to be effective, it must be more than a mere box-ticking exercise. It should be a living, breathing sentiment embraced by everyone, from the business owner to the office cleaner. Engaging everyone in delivering brand purpose is crucial. Determine how each person can go above and beyond to embody the brand's purpose in their role.

Embarking on the journey of defining brand purpose is an exciting and transformative time. It may not be easy, but it will differentiate your business and unite your people around a shared belief. 

If you'd like to learn more about our processes and how we can help you define your brand purpose, reach out to us for a friendly chat. Together, we can unleash the power of purpose within your brand.