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1

The brand purpose is one of the core tenets of your overall brand perspective, in addition to your promise and point of view. 

2

A brand purpose is a distinct set of core values that defines who the company is and why it was created. 

3

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.

4

A purpose based upon empathy and emotion will show your audience that you are working with and for them.

5

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.

6

Consider this: How does your brand, product, or service make a difference in the life of the person using it?

7

This brand has a distinct purpose, and makes it known and felt.

8

(Brand Purpose 101)

Picture of Alysha Smith
Alysha Smith is the chief executive officer and creative director at modern8, a strategy focused design agency in Salt Lake City, Utah.

The execution and world deliverance of your brand that is produced with intention with thriveability for the future of what can be and beyond.