What is a brand purpose?

In a nutshell: The brand purpose is the raison d’être of a brand. It is derived from the social impact of a company’s profit-oriented activities.

“Well, Mr. President, I’m helping put a man on the moon.”

The answer of a space attendant to the question of then US President John F. Kennedy about his job at the NASA space center

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Brand Purpose Company einhorn

People don’t buy what you do, they buy why you do it.

Simon Sinek

  • What is brand purpose?

    The brand purpose describes the reason why a company is in the world, beyond pure profit orientation. The brand purpose encompasses the social added value that is intended to contribute to the common good.

  • Why is brand purpose important?

    Brand purpose makes brands relevant. People are increasingly asking themselves the question of purpose and incorporating it into their decisions, whether as employees or customers. With a purpose, you take a stand and differentiate yourself from brands that only maximize profits.

  • How do you define the brand purpose?

    A brand purpose should be sincere and authentic and serves as a driving force for the brand strategy. The starting point is the added value that is generated through value creation in society and that can also be lived.

  • What is the difference between brand vision and brand purpose?

    The brand vision describes the company’s long-term goal, is primarily aimed at employees and serves as motivation. The purpose answers the question of why the company is in the world and is aimed at all interest groups.

  • How do you formulate a brand purpose?

    The brand purpose is aimed at the whole world – at all interest groups. The aim is to formulate a promise that hovers at the highest level of entrepreneurial activity. Purpose statements should not be made up, but should arise from a sincere attitude.

  • Zweckbestimmung vs. soziale Verantwortung der Unternehmen?

    Purpose describes the business ethics 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 a company’s ecological and social responsibilities.