Brand Purpose
& Beliefs

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Our brand purpose is our lifeblood, the reason our organization exists, the why. It is the driving force at the heart of an organization's strategy, it is what guides decisions, and  it must be shared with all audiences, internal and external.

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Why do we

need one?

Consumers no longer buy what a brand does, but why it does it. Existing and potential consumers form closer, mutually beneficial bonds with brands that are clear about why they were created. This purpose should aim to have an ambitious and positive impact on the world.

Brands need to think strategically about this issue, so that they can define a purpose that is relevant and valuable to their target audience. It can’t stop at defining and communicating it. Everything the brand does and says must be consistent with this principle, not contradict it.  Therefore, when defining this raison d'être, we are also defending and agreeing with a certain set of beliefs and values. Narrowing down these values and discarding those that a brand is not, helps to understand more globally, the reason why a brand exists and why consumers should buy it.

What does it
consist of?

1 Internal

The brand purpose revolves around internal and external brand thinking.

Brand strategists carry out an audit of the brand's main audiences, the values conveyed by its products or services, the opinion of the company's own employees and everything that can support a defined purpose in the brand’s present or future.

2 External

The social context in which a certain brand finds itself, is analyzed; the most demanded values, social problems, unmet needs that the brand could fulfill, etc. are investigated.

Once the reflections on the brand's values and beliefs have been pooled, the purpose must be defined. It is important not to choose the purpose that we think is the most profitable, but the one we believe in the most and the one in which the brand can really act with the greatest impact, because it is a question of incorporating it authentically and honestly into its DNA.

FAQS

  • How do we write a brand purpose?

    The brand purpose should be understandable and applicable to all audiences. If a brand platform has been developed beforehand, we should read it and try to assimilate the brand and the values it believes in. If it has not been done, we can try to get to know the brand and its environment as much as possible. 

    Once you feel you have a concrete idea of what it is and what it stands for, sit down, relax and write whatever comes to mind. In the end, you will fall in love with some inspirational phrase that encapsulates everything that brand wants to communicate.

  • How do we deliver a purpose?

    The brand purpose is a principle that the brand must convey at each and every point of contact with its audiences, because it will build its brand image. 
    If, for example, a brand's purpose had to do with the environment and as part of a modest promotional action, it delivers communications or plastic merchandising, everything its purpose advocates has zero credibility.

  • How do we design a brand purpose?

    Choosing a social change goal to defend must always be aligned with the brand proposal and the activities it carries out. That is why when the purpose is defined, it must be perfectly reasoned and justified, and the target audience must understand it as a logical and understandable evolution with respect to what the brand has been. 
    Taking sides in a social conflict requires real determination and real action, which is why a long-term schedule of objectives to be achieved must be drawn up and communicated to the target audience. With small or large actions that add up to these proposed objectives, the consumer will perceive a willingness to transform the brand, and will most likely join in making the change.

Related expertise

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