The brand purpose is one of the core tenets of your overall brand perspective, in addition to your promise and point of view.
A brand purpose is a distinct set of core values that defines who the company is and why it was created.
It is not centered around your product or service, nor is it about making money. A purpose is what or how you contribute to the betterment of your customer and society.
A purpose based upon empathy and emotion will show your audience that you are working with and for them.
Your purpose shouldn’t be for everyone—it can’t. Some of the most effective brands speak out on topics that may be controversial yet important to their beliefs.
Consider this: How does your brand, product, or service make a difference in the life of the person using it?
(Brand Purpose 101)