5 Inspirational Brand Purpose Examples4 min read
Liquid Digital January 23, 2023
Do you know why your company or brand exists? Sure, you want to make money. But in today’s world of conscious consumers, there has to be more than that. Your brand purpose – the fundamental reason your business exists in the first place – needs to go beyond what your company sells to address a larger community cause.
It should motivate customers and employees alike to support its mission of shared values and aspirations – values that everyone can identify with and get behind.
Today, we’ll explore what brand purpose is, how it adds value, and then look at some brand purpose examples from some of the leading companies that have successfully crafted their brand purpose.
What is Brand Purpose?
At its core, brand purpose is a set of values that defines what your company stands for and why purpose driven brands exist. It goes beyond simply selling products or services to address larger social and environmental issues that are relevant to your customers and employees. This can include protecting the environment, promoting diversity and equality, or creating social benefits for the community.
Brand purposes motivate customers to support businesses and empower creative exploration among employees. By aligning your brand strategy with a cause that people care about, you build stronger relationships with existing customers while attracting new ones.
Examples of Brand Purpose Statements
These are brand purpose statement examples from some of the world’s purpose driven companies. They show how powerful brand purpose can be in attracting customers, building loyalty, and growing market share.
Patagonia
Patagonia is a clothing company focused on sustainability and environmental protection. Their mission statement reads:
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
Recently, Patagonia and its founder Yvon Chouinard made international news after announcing that they would be donating the multi-billion dollar company to a trust and non-profit organization dedicated to fighting climate change.
All of their profits will now be channeled towards preserving wild land in locations all over the globe – an inspiring act of generosity that shows how businesses can make a big difference in the lives of other people!
Today, Patagonia presents one of the best brand purpose examples that reflect altruistic efforts to positively affect the lives of people around the world. Currently, Patagonia uses recycled materials, donates millions of dollars to environmental conservation organizations, and has a strong focus on ethical manufacturing practices.
Starbucks
The Starbucks brand purpose statement is another top example. The company is known for its commitment to social causes, such as creating jobs for young people in disadvantaged neighborhoods.
Their mission statement reads:
“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”
They have also partnered with the International Rescue Committee to support refugees around the world.
Relevant among B2B brand purpose examples is Google. Google is a leading employer of people with disabilities, including hiring those who are blind for its accessibility team.
Their mission statement reads:
“To organize the world’s information and make it universally accessible and useful.”
They also offer data to businesses and nonprofits that support the social welfare of communities worldwide.
Tesla
Tesla, one of the world’s leading electric car manufacturers, is known for its commitment to sustainable energy and is among the most celebrated socially conscious businesses.
Their mission statement reads:
“To accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible.”
This statement by Tesla is among the leading brand purpose examples 2022. This purpose also includes building charging stations for electric vehicles and investing in renewable energy sources.
Dove
Dove is a personal care company that promotes self-esteem and body positivity among women of all ages.
Their brand purpose reads:
“To make a positive experience of beauty available to every woman.”
Dove has also launched campaigns like the “Self-Esteem Project” to support women’s mental health and combat negative stereotypes about female beauty.
How Do You Create a Brand Purpose?
Construct your company’s brand purpose by jotting down all the beliefs and values of your brand – be it related to charity, lifestyle or innovation – make sure you capture everything that runs through your mind. Once you have a clear idea of what your brand stands for, start thinking about how your purpose can connect with potential customers and employees.
It’s critical to recognize the distinction between your brand purpose and values. Your brand purpose is the driving factor for why you exist, whereas your values are more about setting a direction for how you operate. Finally, when considering how to create a brand purpose, go with the one that speaks most strongly to your aspirations.
Like these other top purpose driven brand examples, your brand purpose should inspire trust and loyalty among your audience, while also driving business growth through increased sales, new partnerships, and improved employee retention.
Conclusion
Ultimately, a strong brand purpose can help build stronger connections with customers and employees alike. Whether you’re thinking of starting a business of your own or running an already existent one, finding your brand’s deeper purpose is essential for long-term success in today’s competitive marketplace.