Recently, consumers have become more aware of how businesses affect everything from the environment to society. This has caused them to actively search for businesses with a strong, verifiable corporate social responsibility record.
Noting this, companies with purpose find it easier to develop trust and earn the business of like-minded consumers. Other businesses that don’t have this brand purpose miss their opportunity to attract them.
In this article, I will share 11 brand purpose examples and statements that you can learn from. Let’s begin!
What is brand purpose?
A brand purpose is simply the reason behind your business’s operations. The brand purpose statement determines your services or products and how and why your business services your chosen target market. It aims to represent your brand’s identity.
In most situations, a company’s purpose statement is a paragraph or sentence that acts as a pathfinder for all its strategic decision-making.
11 brand purpose examples to inspire you
Your company purpose statement communicates your core values and how they impact your audience’s lives.
When creating a brand reason, you should know that there is no such thing as a one-size-fits-all approach.
Nevertheless, you must ensure it aligns with your brand strategy and vision.
With that in mind, here are a few brand-purpose examples.
1. Huggies
What does it mean?
From this company purpose statement, one can understand Huggies makes sure all babies have the proper care. This stretches from a comprehensive approach to diaper care to sharing clinical studies from the Huggies Nursing Advisory Council.
Huggies also creates specially crafted products in partnership with NICU nurses for the smallest babies and has expanded its over 200M wipes and diaper donations to people in need.
It has also continued to partner with leading childcare organizations and hospitals to ensure all babies remain healthy, dry, and clean.
2. Patagonia
“Build the best product, provide the best service, and constantly improve everything we do.”
“Protect our home planet.”
“Do it our way.”
What does it mean?
Patagonia’s brand purpose is perhaps one of the best examples of a brand sending a clear message and vision to its target audience. Its company purpose is deeply rooted in sustainability and environmental activism.
Not only does the brand create high-quality outdoor gear, but it also works tirelessly to promote ethical manufacturing and protect the environment.
Customers that purchase Patagonia’s products are interested in doing their bit to save the environment. These customers understand the need for sustainability without compromising quality or beliefs, which is what Patagonia has been able to stand for successfully.
3. Google
What does it mean?
Google’s brand purpose is to facilitate access to knowledge and information, significantly improving the lives of as many people as possible. To achieve this, it aims to make the Internet more accessible and helpful.
4. Marriott International
What does it mean?
Marriott International takes a different approach to its brand purpose statement. Its brand purpose is centered around the idea of taking care of its associates takes care of its customers.
It is all about providing travelers with a welcoming and comfortable environment, making them feel at home even when they’re away.
5. Ben & Jerry’s (Ice Cream)
What does it mean?
Ben & Jerry’s brand purpose goes beyond delicious ice cream; it’s about producing it ethically, using sustainably sourced ingredients, and supporting social justice causes.
6. Doctors Without Borders
What does it mean?
This humanitarian organization’s brand purpose is to deliver emergency medical aid to people affected by conflict, disasters, and epidemics, regardless of their nationality or circumstance.
7. Apple
What does it mean?
Apple’s brand purpose is to create products that enrich people’s daily lives through innovation and user experience. Apple aims to develop new product categories and improve existing ones with its hardware, software, and services. Apple’s mission and vision statements reflect this purpose and its commitment to making great products.
Apple has established itself as a leader in technology and design, consistently turning out high-end products that transform everyday experiences. The company’s brand strategy addresses four simple questions: Why do we exist? Who are we and how do we do things? How do we look, feel, and sound? What do we do?
8. Amazon
What does it mean?
Amazon’s brand purpose statement, guided by four core principles, underlines the company’s fundamental values and approach to business. Let’s delve into just two of these principles to understand their significance:
1. Customer obsession rather than competitor focus
This principle underscores Amazon’s unwavering commitment to prioritize its customers above all else. Rather than fixating on what competitors are doing, Amazon obsesses over understanding and fulfilling customer needs and expectations.
Amazon’s customer-centric approach is a key brand pillar and has been instrumental in its success. It aims to deliver the best possible experience to customers, whether through its vast product selection, efficient delivery services, or personalized recommendations. Amazon aims to build trust, loyalty, and satisfaction by staying intensely focused on the customer.
2. Passion for invention
This principle reflects Amazon’s dedication to innovation and continuous improvement. The company strongly emphasizes creating new solutions, technologies, and services that enhance the customer experience.
Amazon’s history is marked by numerous innovations, such as the introduction of one-click shopping, the development of the Kindle e-reader, and the launch of Amazon Web Services (AWS). By fostering a culture of invention, Amazon seeks to drive progress, set industry standards, and pioneer new ways of serving its customers.
9. IBM
What does it mean?
IBM’s brand purpose statement is a profound statement that encapsulates the essence of the global technology and innovation giant. This purpose is at the core of IBM’s identity, operations, and even brand messaging, guiding the company’s commitment to positive change.
The idea of IBM being a catalyst is at the heart of this purpose brand. This signifies its role as a dynamic and proactive force, not merely a passive participant in the world’s progress. IBM seeks to spark, facilitate, and accelerate change in various domains, from technology and business to society and the environment.
The ultimate goal is to “make the world better.” This ambition extends beyond profit-seeking; it reflects IBM’s dedication to enhancing the quality of life globally.
IBM addresses various societal and global challenges, from sustainability and healthcare to education and cybersecurity, emphasizing its versatile approach to positive change.
IBM’s brand purpose is one of the best way statements, signifying its commitment to serving diverse communities and addressing long-term challenges.
It underscores the company’s deep integration of this purpose into its business strategy, R&D efforts, partnerships, and solutions for clients.
10. Procter & Gamble
What does it mean?
P&G’s purpose is to create products and brands that enhance consumers’ well-being and everyday lives worldwide. This brand has a dedication to improvement that spans a wide array of aspects, including health, hygiene, comfort, and overall well-being.
Their products, ranging from household cleaners to personal care items, are meticulously designed with the consumer’s betterment in mind.
Focusing on “small but meaningful ways” highlights P&G’s belief that significant changes don’t always require grand PR-heavy gestures. The company aims to enhance daily experiences through gradual yet purposeful product advancements.
In essence, P&G’s brand purpose example embodies their dedication to improving lives, unwavering focus on consumers, and belief that even small, daily changes can create a lasting and meaningful impact on individuals’ lives.
11. Coca-Cola
What does it mean?
Coca-Cola’s brand purpose example carefully captures the company’s mission and its commitment to society.
The first part, “To refresh the world,” conveys Coca-Cola’s core product offerings, emphasizing the importance of providing consumers with refreshing and enjoyable beverages. It’s about more than just quenching thirst; it’s about delivering moments of pleasure and rejuvenation.
The second part, “and make a difference,” goes beyond selling drinks. It signifies Coca-Cola’s dedication to creating a positive impact on the world.
The company acknowledges its influence extends beyond beverages and aims to leverage its resources and brand to make a meaningful difference in society. This includes efforts related to environmental sustainability, community engagement, and philanthropy.
The power of this brand purpose statement lies in the connection it establishes between refreshment and making a difference. Coca-Cola’s products are not only about providing enjoyment but can also act as a catalyst for positive change.
The importance of having a brand purpose
A well-crafted and original purpose can differentiate your brand story, foster loyalty, and drive long-term success in a competitive business landscape.
A purpose-driven brand has its path charted, whereas one without a brand purpose is like heading on a journey without a brand map. The brand, one year, can rally behind a popular cause, and then the next, it creates brand communication on something that completely contradicts its previous stance.
Consumers will view that brand or business as unreliable and inauthentic when this happens. And that is one thing businesses do not want to be seen as in today’s climate. Savvy consumers won’t buy from brands without a company purpose.
A study by Razorfish showed that 82% of customers made purchases with brand purpose. Another study showed that 44% of customers are purpose-driven, meaning they interact with purpose-driven brands. This means two things:
- A branding basic is that brands have to stand for something, even if it means losing some partners and consumers along the way.
- Brands must have a clear brand purpose and communicate it to their target audience, fostering loyalty and trust.
When you become a purpose-driven brand, you should understand that your purpose might not resonate with every consumer, and everything is fine. The aim of any business should be to attract the right audience.
This is why you need to think about the motives behind your brand carefully and if it aligns with your ideal target customers.
Related: Business vs brand
Brand Purpose Examples – Conclusion
The brand purpose examples shared above drive the strategies and actions of these Fortune 500 companies, guiding them in their quest to serve their customers, employees, and society. Even when the brands evolve over time, the purpose never changes.
Each of these brand purpose statements reflects these organizations’ core values and brand personality, shaping their actions and influencing their relationships with customers, employees, and the broader community.
Regardless of the direction you choose for your brand purpose, ensure that you include it in your brand platform and promote it throughout your business. Doing this fosters alignment and consistency.
A misaligned PR statement or marketing campaign could potentially destroy any inroads you have made. You can only share your purpose with the world when you are internally aligned with your brand attributes.
Do you have your brand purpose charted out? Share in the comments!
