„Well, Mr. President, I’m helping put a man on the moon.“
A janitor’s answer to then U.S. President John F. Kennedy’s question about his job at NASA’s space center
Putting in long hours for a corporation is hard. Putting in long hours for a cause is easy.
What is Brand Purpose?
The Brand Purpose describes the reason why a company is in the world, apart from pure profit orientation. The Brand Purpose includes the social added value, which should contribute to the common good.
Why is Brand Purpose important?
Brand Purpose makes brands relevant. People increasingly ask themselves the question of purpose and include it in their decisions, whether as employees or customers. With a purpose, you take a stand and differentiate yourself from brands with pure profit maximization.
How do you define the Brand Purpose?
A brand purpose should be sincere and authentic and serves as an impulse generator for the brand strategy. The starting point is the added value generated by creating value in society, which can also be lived.
What is the difference between Brand Vision and Brand Purpose?
The Brand Vision describes the long-term goal of the company, is primarily aimed at employees and serves to motivate them. The purpose answers the question why the company is in the world and addresses all stakeholders.
How do you formulate a Brand Purpose?
The brand purpose is directed at the entire world – at all interest groups. The goal is to formulate a promise that floats at the top level of the company’s actions. Purpose statements should not be contrived, but arise from a sincere attitude.
Purpose vs. Corporate Social Responsibility?
Purpose refers to the business ethical stance of a company: it is the promise to create added value in the local environment or in the global market environment, while Corporate Social Responsibility refers to environmental and social responsibilities of a company.