As companies throughout the world continue to strive for differentiation in overcrowded industries, the purpose driven brand is the one that earns the loyalty of its customers.

Often, when organisations begin looking for ways to position themselves in the marketplace, they focus on things like products, services, and marketing campaigns. While these things are important to any growing enterprise, your USP (unique selling proposition) isn’t the factor that forms the heart of your institution. Today’s brands need something more if they want to stand out. They need a purpose.

There will always be a venture that claims they can do what you do bigger, better, faster, and cheaper. That means it’s no longer enough for companies to share the same old clichés about why their product is superior. Instead, you need to create a connection with your audience, and give them something to hold onto that goes beyond price points and packaging.

The purpose of a brand is the “why” behind your existence. With your values, it defines the soul of your organisation, and engages your audience emotionally through a series of shared beliefs, solved problems, and inherent meaning.

Your brand purpose can inspire loyalty, convince your customers to trust and relate to you, and ensure that your fans forgive your weaknesses, sing your praises, and wave your flag.

The purpose of a brand is the “why” behind your existence. With your values, it defines the soul of your organisation, and engages your audience emotionally through a series of shared beliefs, solved problems, and inherent meaning.

Your brand purpose can inspire loyalty, convince your customers to trust and relate to you, and ensure that your fans forgive your weaknesses, sing your praises, and wave your flag.

So, what’s your brand purpose?