If you’re suffering from brain fog when it comes to creating content, struggling to put what you offer into words, know that something just doesn’t feel right or are struggling to attract customers then you probably haven’t identified your brand purpose.

Brand purpose (also referred to as your ‘Why’) is what you do or offer over and above just the ‘thing’ that you sell. It’s the very core of your business and should align completely to the needs and desires of your ideal audience and be filtered through all your messaging.

Brand-Purpose-A-Strong-Core

Brand Purpose Examples

Tropic Skincare’s purpose is to;

“CREATE A HEALTHIER, GREENER, MORE EMPOWERED WORLD. We aim to be a force for good beyond beauty and maintain our Infinite Purpose at the heart of everything we do at Tropic.”

Butternut Box’s brand purpose:

“To get all dogs eating better quality, better made food; sourcing only the kind of organic ingredients we would cook with ourselves.”

Our brand purpose:

“To help entrepreneurs create authentic, soulful brands that FEEL right and give them the clarity and confidence to love, nuture and grow their business.”

If you don’t have a purpose that’s greater than the ‘thing’ you offer, then people will make their buying decisions based on competitive price, quality and features alone. However, if your audience fall in love with your brand purpose, then they’ll buy what you offer without looking elsewhere. So, if you’re trying to figure out what makes your brand different in a crowded marketplace, then your brand purpose is a great place to start.

Think of a person or brand whose purpose you’ve completely fallen in love with and remember how you feel whenever they release a new product or service. Do you rush out to price comparison check or just know you have to get that thing right now?

“People don’t buy what you do, they buy why you do it.”

Simon Sinek (Watch his TED Talk)

Simon Sinek talks about how successful businesses, such as Apple, communicate from the inside out.

“If Apple were like everyone else, a marketing message from them might sound like this: “We make great computers. They’re beautifully designed, simple to use and user friendly. Want to buy one? Meh”

“Here’s how Apple actually communicates. “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?” Totally different, right? You’re ready to buy a computer from them. What it proves to us is that people don’t buy what you do; people buy why you do it.”


An effective brand purpose has your audience’s desires and goals in connection to what you offer top of mind. It considers what impact you want to make in their lives as well as their beliefs and values. Your brand purpose should have a positive impact on your customer’s lives.

Painting a picture of how this could look and weaving emotion into your messaging will really connect your audience to your brand. You need to communicate how good they will FEEL once they buy from you.

Benefits of brand purpose

???? Brand purpose helps your brand stand out from your competitors.

???? Brand purpose creates a loyal customer base who love your brand and buy what you offer without price checking competitor’s options.

???? Brand purpose aligns you with your ideal customers by sharing the same beliefs and vision.

???? Brand purpose acts as a strong core which helps inform your business decisions.

???? Brand purpose gives you clarity and focus about the all the content you create.

???? Brand purpose will give YOU confidence and help you visualise how you want to move your business forward and blossom.

Final thoughts

Your brand purpose is at the very core of what you do and gives you clarity on everything moving forward. It gives you the confidence to be more creative and innovative. Finding the magic thread which connects your purpose to what you do will help you LOVE what you do and help your business flourish.

If you’re looking to create or recreate an authentic, soulful brand then drop us line and let’s chat!

Jill Pryor and Emma Collins - Brand Clarity, Design and Visibility

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