According to a Global Study, consumers are four to six times more likely to support brands that establish authentic values and purpose. Modern consumers like millennials and Gen Z demand more from a brand than a product or service and favor a brand with purpose. In fact, eight in ten Americans are more loyal to purpose-driven brands.
Most consumers choose a brand that strongly connects to their own values and objectives. They care about your brand’s impact on the environment and the social cause you promote. Your brand purpose shapes consumers’ perceptions of your company.
The stronger the brand’s purpose, the stronger the chances of building trust and customer loyalty. This makes a positive difference in customers’ lives, as they know the brand they are investing in is aligned with a critical social cause.
Businesses without purpose are missing the limelight of target customers and have no emotional connection with them that builds loyalty. So, it is essential to know all the ins and outs of brand purpose, how to effectively write it, and the best brand purpose examples to make it easy to understand.
What is the brand’s purpose?
Typically, a brand purpose is the root cause of a brand’s existence beyond selling products or services. It covers the distinctive values, beliefs, and stance of the company.
It’s a driving power that supports a brand in its product development and marketing campaigns. The company’s purpose is mostly defined in a sentence or paragraph that helps make successful business strategies.
Best Brand purpose examples
Having a clear brand purpose makes brands more successful than those with no purpose. It creates a sense of belonging in customers and employees toward the brand. Let’s understand it through real-life brand purpose examples.
1-Microsoft
Microsoft, a revolutionary software company, has a clear brand purpose:
“To empower each person and each company on the planet to achieve more.”
They implement this purpose everywhere, from their innovative technology in their product or services to their marketing campaigns and social causes. This is to make technology accessible to every person, industry, organization, and society. It turns out to be a breathing part of the organization.
These innovative technologies bring value to customer lives and benefits to society. For instance, Microsoft is committed to mapping all solar energy installations worldwide to illustrate the impact of solar and wind farms.
This makes it accessible for people to get all the information in one spot and make necessary decisions. Another one is mapping every place to figure out natural disaster risks and help create effective efforts before.
2-Ford
Ford, one of the biggest multinational automobile companies, has set a clear purpose from the start. Their brand purpose is
“To help build a better world, where every person is free to move and pursue their dreams.”
They are committed to providing real value to customers and employees and to doing their part to create a better world through sustainable environmental practices.
For instance, Ford introduced clean automobile technology, significantly reducing air pollution and fuel consumption.
Additionally, the brand invested t in community gardens, art initiatives, career advancement programs for employees, charitable contributions, and eco-friendly policies to contribute to a better world.
Ford has revolutionized transportation by making it better, faster, safer, and more connected to consumers. That helps them move freely and pursue their dreams regardless of their background or economic situation.
3-Patagonia
Patagonia, outdoor recreation clothing, is a purpose-driven brand that resonates with nature enthusiasts who care about preserving the planet. Their brand purpose is
“We’re in business to save our home planet.”
Whether it’s their striking shots of nature on social media, blogs, marketing campaigns, or services, they integrate their purpose everywhere.
Patagonia uses sustainable and recycled materials to preserve nature.
One of the campaigns, “Don’t Buy This Jacket,” urges consumers to reuse and restore to bless the environment. Its dedication to sustainability and the environment has built up a loyal consumer base.
Patagonia donates 1% of its sales to grassroots community associations. This does not stop here. In the meantime, they have strongly integrated their purpose into their work culture, as their employees volunteer about 4,000 hours yearly for environmental challenges. This empowers their community while strengthening their brand values and drives purpose.
4-Apple
Apple is among the luxury brand purpose examples that establish itself as a leading player in the tech industry. Apple aims
“to make the best products on earth and to leave the world better than we found it.”
Through its innovative products and accessibility, Apple is dedicated to bringing customers the best user experience. Besides that, the company invested $100 million in educational technology through its ConnectED initiative to improve people’s lives.
Apple’s objective is to protect the environment and reduce greenhouse gas emissions from the atmosphere. With consumers’ rising concerns for the environment, Apple created a strategy following its purpose to contribute $1 to the World Wildlife Fund on purchases made with Apple Pay—to positively impact communities and the planet. Meanwhile, Apple targets using only renewable or recyclable materials in its products and building eco-friendly products.
5-Procter & Gamble
Procter & Gamble is a global multinational consumer goods brand with a clear purpose. Their brand aims
“to provide superior-quality products that improve consumers’ lives worldwide.”
The brand strongly supports equality and opposes racism. It is driven to build sustainability, equality, and inclusion into everyday household and personal care products. Through its campaign, it highlights the issue of racism and urges people to take action so we can make the world a better place for everyone, regardless of color. P&G’s environmental sustainability initiatives and strategies follow its purpose of creating a better environment.
Tips to write a brand purpose
Crafting a clear and powerful brand purpose that resonates with your customers and company values is crucial to stand out. First, Answer these questions to find your brand purpose.
- Why? First, understand why you started your brand. And the benefit it offers to the world, making it easy for you to find a purpose.
- Who does this purpose serve? Next, you need to know who your purpose targets. Knowing your target audience and the value your brand brings to them clarifies who you dream of helping through your product or services. Since you can’t sell your product to everybody, it has to be specific to certain groups that desperately need your product or services.
- What does your purpose offer to your audience? Write the emotions that resonate with your ideal consumers. Here, create an emotional connection with the audience and deliver the best experience based on your purpose.
- When you get the answers to these questions, write the brand purpose statement. It must be clear, concise, emotional, valuable, and authentic to your potential customers. The brand purpose must be long-term to support your growth strategy.
Final Thought-Brand purpose examples
Brand purpose directs companies to shape their identity, actions, and impact on the world. With a clear and authentic brand purpose, you can build a robust emotional bond with your target audience and add value to create a better world. Above all, brand purpose examples spotlight the purpose’s value in building a successful brand that resonates deeply with audiences. Consistently implementing your purpose in strategies differentiates you from competitors.
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