Brand purpose

You've probably heard the phrase: "for a ship that doesn't know where to dock, any port will do".

Well, purpose has everything to do with it.

What is brand purpose?

To put it simply, purpose is why your company exists.

Every business start-up first finds an audience need and a business opportunity, then creates ways to meet that need. From there comes the planning, goals and creation of processes to start the business.

Here we list some of the many advantages of having a well-defined and widespread brand purpose.

Purpose as a compass

Knowing the company's purpose gives everyone direction, after all, it's essential to know where you are, where you want to go and what path you're going to take. In addition, the purpose is the basis for the creation of all communication materials, such as visual identity, tone of voice, verbal language, and other materials involved in a branding strategy.

Purpose as a motivator

Purpose must start from the inside out, from the moment an employee is hired they must know why they are there.

When employees are aware of the company's mission, they create a collaborative alignment where everyone knows what the goal should be and any action should be in line with that mission. This is why purpose plays an important role in endomarketing and branding.

The purpose for growth

If a company and all those involved know where they want to go and are motivated to get there, it is inevitable that the public will recognize this.

And then comes the identification factor. When a person sees a brand with purpose, it creates an impact and curiosity to understand more about that business. This consequently creates identification and consideration.

Purpose may adjust, but it has no end

In the course of a company's existence, the world or the market may change, which means that the purpose will have to be adjusted - this is normal and happens to many businesses. But what matters is that the purpose is always in the minds of those who create the brand as an ecosystem, customers, suppliers, employees and executives. Everyone involved.

Purpose should never be "to sell more"

One rule we have in discovering purpose is that it must be directly linked to the needs of people and companies and how it will help to fill those needs.

At Vers we work on purpose as a fundamental part of branding consultancy work. In our work we discover the brand's purpose and create ways of making it tangible from the inside out. Starting with the internal public and then the external public. It makes all the difference.