Brand purpose

brænd ˈpɜːpəs

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Brand purpose is the deeper reason your business exists beyond making money The positive impact you aim to have on customers, society, or the planet.

Why it matters
A clear purpose can rally teams, resonate with customers, and create long-term value. But only if it’s authentic and embedded, not tacked on.

Analogy:
Think of it as your North Star. Strategy may shift, tactics may evolve, but purpose gives your brand direction.

See also
Culture • Brand values • Mission