Brand Purpose
Brand purpose is the reason why a brand exists, and why the world would be worse without it.
What is brand purpose?
Brand purpose is the belief that underpins everything a company does, connecting a clear offer with a clear need. Not to be confused with a financial or commercial goal, it's the reason for a brand's existence in the first place.
Guiding more than just creative, a brand purpose acts as the emotional and often ethical compass as it navigates the world, and evolves with it. Committing to a brand purpose is essential if a brand wishes to earn loyalty and trust among consumers.
If a mission answers what a brand does, and values answer how, a brand purpose answers the 'why'. Together they form the core approach of an effective brand strategy, setting a company up for long-term success.
How brand purpose gets built
Get to the heart
Go beyond the surface level and single out the deep-rooted belief that started it all.
Test it against indifference
Would anybody miss the brand tomorrow? If not, the purpose holding it together isn't strong enough.
Articulate it in the simplest terms
Reflect on the impact you want to have on the world and the difference you want to make.
Align it with your company and culture
Engage stakeholders and onboard teams to ensure that the purpose runs through all operations.
Put it into action
Commit to your purpose by embedding it in every interaction your brand makes.
How brand purpose works in practice: Chester Zoo
Chester Zoo proves that a purpose has to hold up in public under repeated scrutiny. By funnelling all their funds back into global conservation, breeding programs and research, this zoo strips away any negative connotations of the word. But not many people were aware of this, and it was time to share it with the world.
Chester Zoo
Chester Zoo needed a new brand to champion their nature-positive efforts. But before starting work on their identity, their purpose needed a stronger articulation if it was going to spark a wave of action.
At the core is a powerfully simple idea, 'Force for Nature', that reframes Chester Zoo as much more than a day out: a place where everyone who enters its gates is part of their positive momentum. This commitment now runs through every part of the brand, including a custom logo referencing rhino conservation efforts that date back to 1999.
Outcome: A genuine purpose that's felt in every part of the brand, with a level of conviction that attracted nearly 2 million visitors that year.
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We zero in on the one thing only your brand can claim, then dial it up until it’s impossible to ignore.
