Five Elements of an Effective Brand Purpose | Training Takeaways | All MKC Content | ANA

Five Elements of an Effective Brand Purpose

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A brand purpose expresses the reason that a company exists and should guide all decisions throughout the organization. Unilever's brand purpose, for instance, is to make sustainable living commonplace.

To find inspiration for your own brand purpose, you might examine the U.N.'s 17 "Sustainable Development Goals" or excavate your founder's original intention for the company. The early mission of Patagonia's founder was to develop climbing equipment that wouldn't damage rock faces, presaging the company's later, much broader commitment to environmental sustainability.

In spelling out your own brand purpose, consider using the following template: We [verb phrase], so [noun], can [verb phrase]. For instance, NutriGrain might resolve, "We make economically priced cereal bars so the hungry people of the world can be wholesomely nourished."

As you work to craft a purpose statement for your own company, remember that the finished product should include the following five elements:

  1. Authenticity: Is the statement true to the behavior of your organization?
  2. Needfulness: Does it solve a problem or fulfill a societal need?
  3. Growth: Does it reflect a potential for business growth?
  4. Inspiration: Will it inspire those inside and outside the organization?
  5. Differentiation: Does it feel different from what's already on the market?

The tips above represent just a morsel from the banquet of insights and best practices available through the ANA's on-demand training course, "The Purpose Advantage."



"The Purpose Advantage." Jeff Fromm, partner at Barkley. ANA On-Demand Training Course.

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