Get to the Core of It: How to Create a Brand Purpose

How to Create a Brand Purpose



Before we delve into the intricacies of defining a brand’s purpose, take a moment to jot down a brief description of your company in 50 words or less. We’ll revisit this later. 


For many businesses, determining a purpose beyond financial objectives can be a daunting task. It requires introspection, thoughtful questioning, and a keen understanding of the underlying motivations that drive your daily operations. Start by asking yourself and your team probing questions. What inspires and fuels our work on a day-to-day basis? Is there a deeper significance in what we do? What kind of difference do we want to make? What kind of legacy do we want to create and leave behind? Your purpose and values are part of your identity, and if you have determined your purpose for being, then your identity is authentic—true to the values and purpose that drive the company.


Consider the influence of your company’s culture on its purpose. Take a step back and observe the dynamics among your employees. How do they interact with each other? What surrounds them in the office environment—art, quotes, or mission statements? Even the choice of reading materials can provide insights into the collective mindset.


Storytelling is a powerful tool in shaping and communicating a brand’s purpose. Examine the stories circulating around the office or those consistently told in presentations. What do these narratives reveal about your company’s priorities? How do they contribute to the overall identity and mission?


Reflect on the defining moments in your company’s journey. Explore the reasons behind its inception, and consider the responses to significant victories or setbacks. Your reactions to challenges and choices can solidify your core values and shed light on your purpose.


Now, revisit the 50-word description you penned earlier. Pull up your website’s About page and mission statement. Do these elements align with what you’ve uncovered about your core values, culture, and the heart of your organization? This critical self-assessment ensures that your external messaging resonates authentically with your internal ethos.


Our client, Pink Elephant Coffee Roasters, is an example of a purpose-driven company. Roasting takes a back seat to their purpose beyond making money. Founders Mitch and Kelley Baker are passionate about Utah’s public lands. The statement on their about page reads “There’s nothing that we love more than sipping a cup of coffee while surrounded by vast public lands, wild places and native wildlife — whether we’re sitting by a campfire, hiking up a mountain, wading in a river, or simply enjoying the view. This is why we give a portion of sales to local nonprofit organizations to ensure our public lands are here to stay. Wander far, roam free”.  Pink Elephant’s brand purpose is a driving force, going beyond their product. It is a commitment to a greater cause, a reason for being that goes beyond the bottom line.


To reiterate from our previous article, when your brand forges a connection through a purpose they become steadfast advocates who continue to invest in your brand. Creating a brand purpose involves a deep dive into your organization’s culture, values, stories, and defining moments. As you work together with your team, remember that a purpose-driven brand not only resonates with consumers but also fosters a sense of identity and motivation within your team, driving your business toward sustained success.

Recipe for an Intentional Brand Purpose: dish out a brand purpose layered with intention.
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.