What is Brand Purpose, and do I really need it?


There are countless articles and courses out there about how to find your brand purpose. It’s easy to get confused and overwhelmed.  Sadly, most of them are sad little reproductions of one another, and most of them lean on the same tired concepts you could Google yourself. I don’t play those games.

Instead of worrying about whether or not my concepts would fit into someone else’s mold, I just built my own. It’s a 9-part strategy canvas dedicated to brand strategy and nothing else. 

Here’s an excerpt from the new Brand Purpose course




Purpose, Defined


Your brand purpose is your ‘why’. It’s the reason you do what you do, beyond making a profit.


Discovering your purpose is the first step in the first phase of your brand strategy. It’s located in the Brand Core section. We start here because it’s essential for you to understand your true motivations prior to making any decisions in your business journey. 


Here’s your brand strategy roadmap:


While their audience and methodologies may vary, most brands will say they exist to create a positive difference. Whether they help people, animals, causes, or society in general, they’re there to help others achieve a goal, meet a need, find a solution, or fulfill a desire. But, beyond the tangible experiences your brand creates for your right people, what deeper, underlying purpose does your work truly serve?


In other words, why are you here, and why should anyone care?


In his ultra-popular TED Talk (viewed 60 million times and counting), Simon Sinek famously said:


“People don’t buy what you do, they buy why you do it. And what you do simply proves what you believe.”


Understanding and articulating your brand purpose is the essential first step in your brand strategy. You can think of your purpose as the contribution you make to the world, and the impact it has on others.


Your purpose gives you a reason to believe in what you do every day, and it gives the rest of the world a reason to believe in it, too. Your purpose is about what you do, not what you say. You’ve got to stand for something and you need to let the world know what that is. 


And so, we start there.


Purpose arrow



“The soul which has no fixed purpose in life is lost, because to be everywhere, is to be nowhere.” -Michel de Montaigne


As mentioned earlier, your brand purpose is a declaration of why your brand exists, aside from any commercial interests. Of course, everyone expects that if you’re in business, at least one of your goals is to turn a profit. But a brand purpose shows people you have more substance than that; That your venture is about more than simply making money.


Developing a purpose statement helps provide transparency, intention, and depth.

And who doesn’t need more of that?





Having a sense of purpose in your life and work makes you feel like:

  • you’re exactly where you’re supposed to be
  • doing the things you’re supposed to be doing, and
  • the work that you’re putting out there matters deeply to you and those around you



“The heart of human excellence begins to beat when you discover a pursuit that absorbs you, frees you, challenges you, or gives you a sense of meaning, joy, or passion.” -Terry Orlick



When it comes to purpose, it’s not always what you say, but how you present it.



A purpose-full example:


Powerful, right?

That’s how what initially began as a marketing idea, evolved into an undeniable and iconic movement.

Notice there are no product shots, no advertisements, and no discussion of features or benefits. No pricing, sale announcements, or even much context.

It’s just a message: Think Different.

This mini motto acts as a rallying cry that touches anyone who see themselves as a free-thinker and a possibilitarian. In other words, Apple’s ideal customers. Apple isn’t interested in serving conformists or anyone who is unwilling to explore or evolve. Those people are likely to become easily overwhelmed by the complexities and never-ending capabilities Apple products are known for.


In the event someone who is not one of Apple’s ideal customers decides to purchase one of their products, they will more than likely feel dissatisfied with the experience. They may even complain to the company or to others about their discontent. That doesn’t necessarily mean Apple is wrong, it’s just wrong for that person.

To avoid this from becoming an issue, Apple intentionally does not market to that group. And rather than excluding them overtly, they simply drop a heart-felt statement. Those who hear it and agree will be drawn in. By design, it will resonate and stir something within them. They’ll, in turn, buy into the purpose and even share it with their friends and colleagues, thus spreading awareness.

And all those with whom the sentiment did not resonate, will simply move on to a brand with a meaning that more closely aligns with their own.


And that’s exactly how it’s supposed to work.


“The mystery of human existence lies not in just staying alive, but in finding something to live for.” -Fyodor Dostoyevsky



A well-appointed, intentional brand purpose can help:


  • give you a sense of personal and professional fulfillment
  • inspire creativity and innovation
  • forge genuine connections with like-minded consumers
  • entice the right talent to your team
  • benefit the greater good
  • create loyal fans, qualified referrals, and enthusiastic brand ambassadors


A strong purpose statement emotionally expresses your brand’s specific contribution and direct impact on the lives of those it serves. The more powerful the purpose statement, the more deeply it resonates or repels.


That’s the power of purpose.


Need a purpose statement of your own? 

Of course you do. Grab my course now, and I’ll show you how to craft an expert purpose statement that’s unique to you and your brand and strong enough to carry the weight of the rest of your brand core.

There’s a workbook, printable worksheets, and more than 20 modules to guide you through the entire process without overwhelming you.

And because you made it this far, I know you must be interested. So to help make your decision easier, here’s a discount for you.

Use code WHYOHWHY to get 10% off.