Your brand purpose is the meaningful reason behind why your brand exists. This goes beyond traditional business reasons and taps into the human element.
Of course your business provides a product or service for your audience, but brands that align themselves to a purpose of greater good, raise a flag for something they can be proud of.
To extract your purpose, you need to look at who you serve.
Knowing your audience, as you’ll find out in “Step 5: Brand Positioning”, goes beyond their demographics to look at their psychographics and behavioural patterns. When you know how they tick, their likes, dislikes, pet hates, common concerns, you can identify how they see the world and what they would like to do to make it better.
Providing of course that the brand leadership shares that view of the world, they can identify a purpose that works towards that world. Even if the contribution is small, the purposeful intent is a shared common interest that serves the greater good.
This Marketing Journal article “Branding: From Purpose to Beneficence”, highlights the importance of starting with purpose.