Purpose is the reason for which something is done, created, or simply exists. In the world of branding, purpose is the “why” behind your brand.
Brand purpose is like salt to a recipe. It alone can season a dish, creating depth of flavor. It is often the first component—a layer of the foundation—and you’ll rarely find a recipe that doesn’t call for it. Without it, food is bland, but with salt, or brand purpose, we can build complex, enticing flavors and narratives that keep us coming back for more.
Purpose-driven brands are a true expression of passion and all the little ingredients that comprise your brand experience. To find your “why” you need to delve deep into the abyss. You need to ask the right questions. You need to connect to your customers, your product experience, your current marketing, your internal team members, your data, your leadership. You need to understand what you stand for. It is in our human nature to search for meaning in everything that we do, so it is essential to find your way and create connections. By leading with your “why,” your brand purpose, you create an emotional connection with your audience, which allows them to rationalize and justify their interactions with your brand. As you begin to communicate your “why” to your audience, see what resonates with them and be fluid, adjusting accordingly. Make sure your “why” is clear and make sure that it drives everything your brand does.
Simon Sinek said it best: “People don’t buy what you do, they buy why you do it.” The first step to building brand loyalty is nailing your brand identity through strategic creative—that’s where we come in. Branding marries art and strategy by combining deep research with brand positioning, creative finesse and smart messaging.
As a digital and branding agency, we’re here to help you express your brand purpose to your target audience. Websites are the go-to for learning about your brand; it’s the place where your whole story is communicated. Our approach leads you down a path of brand analysis and implementation that ends in the ultimate treasure: your digital identity.
So remember: brand purpose is like salt to a recipe. Although a seemingly small addition, it is a critical component to the success of a dish, or your brand. Are you ready to add that dash?