How to use 'Brand 
Purpose Statements'

One of the biggest brand strategy questions that you can ask your leadership team is:

Why does our brand exist?

Have a think about this. Have a good hard think. What is your purpose? What are all the people in your business doing? Why are they doing it? Why do they get out of bed every day? What is the point of it all?



Photo by Anastasia Petrova on Unsplash


It’s amazing how many people I meet who cannot clearly answer this question.


What would you say if I forced you to give a response? Be careful now. It’s not easy to answer in a meaningful way. Here are two hard truths:

  1. If you give a financial reason, nobody (apart from you) cares about you making money

  2. If you give a cliché answer, customers do not care if you are trying to be “the best”, “the biggest”, “the go-to” etc.etc.

I’d suggest to have a meaningful answer which your audience cares about you would need one which: