How to Create a Brilliant Brand Purpose for Better Growth W/ Examples

Some links on this post may link to affiliate pages that offer compensation to the author of this post.

A company’s purpose is its reason for being. It is the driving force behind every decision and action. It can be a powerful tool in marketing strategy because it helps to create a consistent message that resonates with the audience. But for a new business with no marketing or branding experience, it can be hard to know what your company’s purpose is. So in today’s article, I am going to outline the key principles behind creating and designing your company’s purpose to improve your branding, copywriting, and marketing.

Why is a Brand Purpose Important?

Your company’s purpose is a defining trait of both the products or services you sell and the marketing or branding you use to target your audience. Many companies are initially started with a great purpose in mind but lose sight of that purpose as they grow. This often leads to disconnected and broken marketing or weird restructuring of company goals, like the infamous rebrand of Facebook to Meta.

To get a better idea of a successful mission statement, check out the Nike Mission:

Nike Brand Purpose: 

“Our Purpose is to move the world forward. We take action by building community, protecting our planet, and increasing access to sports. Learn more about our progress in our FY21 Impact report.”

Nike’s Mission statement or Brand Purpose is very important to creating their iconic and consistent brand. Each word and phrase is intentionally meant to help them create unique content that applies to a different customer segment.

Check out the graphic below to see a full breakdown of the Nike Mission statement:

Unfortunately, most titans of the industry often forget or lose the purpose that your company was created to fulfill for your customers. Inbound marketing is a marketing strategy that starts by first identifying the mission of your brand, then building your branding on that company’s purpose to identify your company mission.

How Do You Identify your Internal Company’s Purpose?

Your company’s purpose is actually multifaceted. There’s the company purpose that helps your internal employees and processes take the right shape of your brand. This is your internal company purpose that Simon Sinek is always talking about. The internal company purpose should determine the How, the Why, and What your company does.

An important part of your internal purpose (the Why) helps teach your employees how to execute the value and position that your company is in to help your business succeed naturally. When all your employees understand the Why behind what they do, your company will foster a culture of customer obsession that highly exceeds the expectations of many consumers.

Even more importantly, the Why, shouldn’t be money. The Why should represent the brand values, brand mission, and vision of an ideal world your company wants to achieve. If everyone at your business is there to achieve the same purpose, they are most likely to succeed. That’s why your company culture and definition are so important in the modern digital era. In short, if everyone from the highest executive to the new customer service rep understands the brand purpose, your team will carry your business to success.

For an example of a great internal company purpose, check out this example Brand Style Guide made by the branding team at Big Red Jelly:

Download Example Brand Style Guide

Brand Marketing Strategy Through Customer-Facing Company Purpose

So how do you identify your company’s purpose? Take a moment and put yourself in your customer’s shoes. How does it look for them to go through your support department? Is the process supposed to be efficient or experiential? This often starts by identifying what your brand values and writing it down.

One framework you can use to understand the customer experience better is the Jobs to Be Done Framework (better known as the Jobs Theory). This theory boils down to asking “what pain or frustration brought your customer to you? What problems are they trying to solve?” You can hypothetically ask these questions or you can actually get your customers to engage in customer interviews. Customer interviews are highly effective for better understanding the values that make your business successful.

How to use the Jobs-to-Be-Done Framework to Create Your Brand Marketing Purpose.

The Jobs to be Done framework is a great way to better understand the pain and frustration that your business is hoping to fix. But it can be hard to find a solid way to capture that data once you start having customer interviews. So to get better results from your customer interviews, try using this example job story to get a better understanding of your target audiences:

1. As your customer, I am _____ (age, demo, gender, values, etc.)
2. As your customer, I am frustrated or concerned when _______ (a situation arises that I do not like).
3. As your customer, I am motivated by ________ (what about the situation motivates the customer to fix the problem?)
4. As your customer, I am satisfied by the company product or service because it ________ (the desired outcome your customers are looking for).

That may seem like a waste of time, but if you expect the values of your business to just exist without taking the time to write them down, you likely won’t see those values properly executed. At Big Red Jelly, we practice and outline our brand values on a weekly, monthly, and quarterly basis. I find it helps us outline what makes us better than our competition and target areas of improvement very quickly.

Why Knowing Your Company’s Brand Purpose is Important for Long-Term Growth

If you really want to make your company brand purpose successful, you should focus on aligning your internal and external brand purpose around your most successful client stores. In many companies, you can lose your brand almost overnight by not being focused on potential customers seeing a vision of success. After customers hire or buy your products, they should be thrilled with the end result. In order to get that result, you need to get your entire company perfectly aligned around solving problems for the customer.

Marketing, Customer service, Branding, Social Media, and even the billing department need to understand the company’s purpose. Most companies don’t think of including accounting in your brand purpose, but surprise fees or confusing cancelations are some of the most common problems that customers complain about.

How to Implement Your Company Purpose in your Brand’s Copywriting

Brand messaging is a critical aspect of any business strategy. It represents the language, voice, and tone that a brand uses to communicate with its target audience. Effective brand messaging can help you build trust, attract new customers, and stand out from your competitors. However, implementing a new brand messaging strategy can be a challenging task. Here are some tips to help you implement your new brand messaging successfully.

1. Define your brand personality: Before you start developing your brand messaging, you need to define your brand personality. Your brand personality is the set of human characteristics that your brand represents. It is the tone of voice, the attitude, and the style that you want to convey through your brand messaging. By defining your brand personality, you can ensure that your brand messaging is consistent and cohesive across all your marketing channels.
2. Know your target audience: Your brand messaging needs to speak directly to your target audience. You need to understand their needs, desires, and pain points to develop messaging that resonates with them. Conduct market research, create buyer personas, and analyze your customer data to gain insights into your target audience. Use this information to develop messaging that speaks directly to their needs.
3. Keep it simple: Your brand messaging should be simple and easy to understand. Use clear and concise language to convey your message. Avoid using industry jargon or buzzwords that may confuse or alienate your target audience. Keep your messaging focused on your core value proposition, and don’t try to communicate too many ideas at once.
4. Be consistent: Consistency is key when it comes to brand messaging. Your messaging needs to be consistent across all your marketing channels, including your website, social media, and advertising campaigns. Use the same language, tone, and visual elements in all your messaging to ensure that your brand is easily recognizable and memorable.
5. Test and iterate: Once you have developed your new brand messaging, you need to test it to ensure that it resonates with your target audience. Conduct A/B testing on your website, social media, and advertising campaigns to see which messaging performs best. Use this feedback to iterate on your messaging and make improvements over time.

Thanks so much for reading my post about Brand Purpose and how to use it in your marketing. If you like posts like this, please consider subscribing or leaving a comment with your questions.

Thank you so much for reading this post. I work really hard to write content that both makes sense and is easily digestible. Please consider sharing, leaving a comment or just liking this post to support more content like this.

Work With Me – Big Red Jelly

As a web designer, I have worked at Big Red Jelly for the better part of 2 years now. If you would like to work with me consider reaching out to our team at bigredjelly.com or consider leaving a message for me with your current website link and I’ll get in touch!