Brand Purpose Statement: Characteristics and Examples

Three Great Examples of Brand Purpose
  • Expensify: to enable professionals to focus on what they were born to do. …
  • Crayola: to unleash the originality in every child. …
  • Dove: to help women everywhere develop a positive relationship with the way they look, helping them realize their full potential.

Businesses, organizations, and brands possess an identity that encompasses the purpose, values, and mission of the company. Through messaging, media, and other ways of communicating, a company can define itself and its goals and establish a sense of purpose. Brand purpose is the essence of a company’s image and how it distinguishes itself in the marketplace. Examples of brand purpose can be seen across various industries as these organizations strive to meet the goals they have set for themselves. In this blog post, we’ll explore different brand purpose examples to help organizations learn and develop their own. We’ll discuss how brands can use their purpose to create meaningful relationships with customers and what strategies can be employed to help them reach their goals. Additionally, we’ll explore how companies can use their purpose to make an impact on the world beyond their own business. We’ll also look at some of the most successful and inspiring brands to see how they have used their purpose to become powerful and successful.

Purpose Statements of Top Brands + How To Guide

Why is brand purpose important?

Because it directs a company’s development and satisfies the expectations of an informed and opinionated public, brand purpose is crucial. Employees who genuinely want to contribute their skills to the mission of their company are frequently happier, more productive, and more creative. They work together knowing exactly how their projects fit in with the organization’s values. When faced with strategic decisions, executives and managers use the brand purpose as a framework to help them think through their options.

The rising number of customers who thoroughly research the brands they support can also be attributed to brand purpose. They frequently look for businesses with distinct brand objectives so they can feel good about supporting them. Brands with a compelling purpose frequently gain greater recognition among even casual consumers, giving them a competitive advantage. However, it’s crucial that brands collaborate on initiatives that are directly related to their merchandise. Consumers are acutely aware of the distinction between businesses that strive to fulfill a mission and those that fall short of their own expectations.

What is brand purpose?

A company’s brand purpose serves as the driving force behind its commercial endeavors in addition to its primary profit-making objective. A company’s mission that distinguishes it from rivals is explained by its brand purpose. Companies use brand purpose internally to foster employee cohesion, direct product development, and organize marketing and public relations initiatives. Additionally, brand purpose aids businesses in reflecting the opinions and personal priorities of their clients.

Characteristics of a good brand purpose statement

Good brand purpose statements motivate customers and staff, show logical connections between your product and a cause, and set your company apart from rivals. Here are the key characteristics that serve these purposes:

Appeal to aspirations

An aspiration that a business can help customers achieve with its products is highlighted in brand purpose statements. Sometimes, an aspiration relates to an ethical concern. Other times, it concerns personal development. In any case, when customers come across a strong brand purpose statement, they recall their own or society’s objectives and become inspired to take action. Common goals that appear in brand purpose statements include the following:

Product relevance

Although there are numerous potential brand objectives, the majority of businesses have a limited number of choices that make sense for their offering and business strategy. What a company sells and why it sells it should be connected, and this connection should be made clear in the brand purpose statement. Sometimes noble causes that may be connected to a business and its products or services are bad choices for brand purposes because they allude to a less desirable product or appear incongruous.

For instance, a candy company that sells small amounts of low-sugar sweets could make encouraging healthier eating habits part of its brand purpose statement. It would have to take into account whether consumers would appreciate a candy company associating itself with health, as well as how many people would disregard its products as inferior alternatives. The company’s health-focused brand purpose statement may be the best option if it has excellent products, skilled marketers, and a business strategy that benefits from serving a more specialized clientele.


A brand purpose statement should ultimately give your business a competitive advantage. By deciding on a distinctive cause or aspiration, you can set your brand apart from rivals and win over more customers’ loyalty. To make sure that your business embraces a distinctive commitment, research how your rivals describe themselves and avoid any overlap that would undermine the effectiveness of your brand purpose statements.

Long-term viability

Over time, some things and causes might lose their significance. Writing a brand purpose statement that will make sense in the long run is crucial. Your brand purpose statement might benefit from not specifically mentioning certain technology products, for instance, if your company has built its reputation on them. Those products might not be as crucial to your business if your business model changes to reflect new innovations. Instead, concentrate on the outcomes you want from your technology. Regardless of the specific products you sell, they can still be meaningful.

Brand purpose statement examples

Here are a few fictitious examples of brand purpose statements that can motivate consumers to take action, draw attention to distinctive goods, and be used indefinitely:

Online education company example

For adults looking to change careers, Bold Lessons is a company that creates online courses. The business thinks it offers a distinctive curriculum that provides excellent instruction while taking into account the psychological difficulties of changing careers. Their brand purpose statement might read:

To encourage those in the workforce who understand that embracing change is essential for having visionary careers.

Hospitality group example

First Course Hospitality Group runs several eateries with pay plans that fairly compensate the kitchen and service staff. Their guiding principle is that more equitable workplaces result in outstanding customer experiences. Their brand purpose statement could be:

to establish dining establishments where each employee and each patron is aware of their value from the first course to the last

Sunglasses company example

Fair Shades Sunglasses makes high-quality prescription sunglasses. Its founder volunteered for several years in areas with poor access to vision care. The business donates a pair of prescription glasses to a person in need for each pair of glasses a customer buys. Their brand purpose statement is:

To change the world, one pair of glasses at a time, so that we can all see one another more clearly.

Beverage company example

The company Herbal Pop Beverages makes carbonated beverages with herbs and other natural flavors. The business seeks to alter consumer preferences so that they favor natural flavors and enjoy soft drinks with less sugar. Their brand purpose statement reads:

To spread the tastes that encourage eco-consciousness, positive feelings, and healthier living

Guitar company example

Using a patented technology, Infinity Strings Guitars creates guitars with a distinctive tone. The instruments’ ability to foster the creation of fresh musical textures and song ideas is valued by musicians. Their brand purpose statement could be:

To produce the guitars, create the sounds that define music, and liberate the artist

Furniture company example

Regrown Furniture only uses sustainably sourced wood. The business wants to demonstrate that it can produce exceptional items while being environmentally conscious. Regrown Furnitures brand purpose statement is:

to demonstrate that when the earth is respected as a partner in its creation, furniture looks and feels better.

Airline company example

EvenWings Airlines focuses on offering travelers transparent pricing policies. The business promises that the price listed online is the total you will pay for any tickets. Its brand purpose statement might be:

To make flying a highlight of every journey, with transparent pricing and ethical conduct


What is Apple’s brand purpose?

Apple’s purpose is simply “To empower creative exploration and self-expression. %E2%80%9D According to a recent Forbes article, %E2%80%9CApple is the world’s most valuable brand for the seventh straight year, worth $170 billion by Forbes’ count and 67% more than second-ranked Google

What’s a brand purpose?

The “why” of a company, or what it stands for, can be found in its brand purpose. This “why” typically has to do with the clients the business serves and the market gap it is trying to fill.

How do you write a brand purpose?

The Best Tips to Write Your Brand Purpose
  1. Define your WHY. Why this particular business, product, or service? .
  2. Identify your WHAT. What does your business do? …
  3. Show HOW you are different. Think about how you are different from your competitors.

Is Nike a purpose driven brand?

Nike: Underneath the sneakers and athletic gear, Nike is fueled by a desire to advance equality in all spheres of life. Their collaboration with Colin Kaepernick is one prominent illustration of this. Their business practices, marketing messaging, and website all reflect its purpose.

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