Exploding the potential of people to build brand equity

Building a Brand That Matters: The Importance of Brand Purpose

August 16, 2023

XPotential - Building a Brand That Matters The Importance of Brand Purpose. Develop and build a strong brand purpose

In today’s chaotic and fragmented world, it is more important than ever for brands to have a clear and compelling brand purpose. Where there are endless choices and brands are constantly competing for attention, a strong brand purpose can help you to stand out from the crowd and connect with consumers on a deeper level.


Why is brand purpose important?

A brand purpose is more than just a mission statement or a tagline. It is the reason why your brand exists and what you stand for. It is what drives your business decisions and inspires your employees. It is also what connects you with your customers and makes them feel like they are part of something bigger than themselves.


There are several reasons why brand purpose is important.

First, it can help brands to stand out from the competition. In a world where there are countless products and brands to choose from, people are looking for brands that have a clear purpose and that stand for something. A strong brand purpose can help to cut through the clutter and make a lasting impression on consumers.

Secondly, a strong brand purpose can help brands to engage with their audience on an emotional level. When people feel like a brand shares their values and beliefs, they are more likely to be loyal to that brand. A strong brand purpose can help brands to connect with their audience on a deeper level and build long-term relationships.

Thirdly, a strong brand purpose can help you to build a more engaged and productive workforce. When employees feel like they are working for a company that is making a difference, they are more likely to be motivated and productive. They are also more likely to be proud to work for your company and be ambassadors for your brand.

Finally, a strong brand purpose can help brands to build a sustainable business. When brands are driven by a purpose beyond profit, they are more likely to make decisions that are good for the environment, the community, and their employees. This can lead to a more sustainable business that is better positioned for the future.


So how can you develop and build a strong brand purpose? Here are a few tips:

  1. Start with your values. What are the things that are most important to your brand? What do you stand for? Once you know your values, you can start to develop a brand purpose that is aligned with those values.
  2. Be clear about your target audience. Who are you trying to reach with your brand? What are their needs and wants? Once you know your target audience, you can tailor your brand purpose to resonate with them.
  3. What do you want to achieve with your brand? What impact do you want to have on the world?
  4. Your strengths and capabilities. What are the unique strengths and capabilities of your brand? What makes you different from your competitors?
  5. Make it authentic. Your brand purpose should be genuine and believable. If it feels forced or inauthentic, people will see right through it.
  6. Live your purpose. Your brand purpose should be more than just a marketing slogan. It should be something that your brand lives by every day.


Once you have a good understanding of your core values, your goals, your strengths, and your target audience, you can start to articulate your brand purpose. Your brand purpose should be clear, concise, inspiring and authentic. It should be something that you can rally your team around and that will reach consumers on an emotional level, build a sustainable business, and ultimately succeed in the future.


XPotential are global experts in building brands and creating brand centric strategies and activations. We embed ownership of your strategies to deliver maximum benefit quickly and sustainably, by aligning and empowering your people to create and build brand equity and value. Our Brand Building programmes focus on delivering sustainable strategies, development and management of brands and are fully flexible to deliver on your business objectives.

Want to know more? We are always happy to chat. Email theteam@xpotential.co.uk to find out more and to set up a call.