Understanding the Different Types of Brand Purpose
Brand purpose is a term that's often thrown around in the business world, but what does it truly mean? And did you know there are different types of brand purpose?
At its core, brand purpose is the reason a brand exists beyond making a profit. It's the guiding principle that informs every decision a brand makes. However, brand purpose can manifest in different ways. According to a study by the Harvard Business Review, brand purpose can be categorized into three key types: Competence, Culture, and Cause.
Competence Purpose
Competence purpose is about the function that your product or service serves. It's about what your brand does best and the unique value it brings to the market. This type of purpose is often tied to the brand's core competencies and the specific problems it solves for its customers. Here are a few examples:
Google: 'Organize the world's information and make it universally accessible and useful.'
Amazon: 'To be Earth's most customer-centric company.'
Volvo: 'We create technology that saves lives.'
Culture Purpose
Culture purpose is about the intent with which you run your business. It's reflected in your company culture, values, and the way you treat your employees, customers, and stakeholders. This type of purpose is often about creating a positive work environment and delivering exceptional customer service. Here are some examples:
Southwest Airlines: 'Connecting people to what's important in their lives through friendly, reliable, and low-cost air travel.'
Zappos: 'To provide the best customer service possible.'
Netflix: 'We promise our customers stellar service, our suppliers a valuable partner, our investors the prospects of sustained profitable growth, and our employees the allure of huge impact.'
Cause Purpose
Cause purpose refers to the social good to which your brand aspires. It's about how your brand contributes to society and the positive impact it aims to make in the world. This type of purpose is often tied to a brand's corporate social responsibility initiatives and its commitment to making a positive social or environmental impact. Here are some examples:
Patagonia: 'We’re in business to save our home planet.'
TOMS: 'With every product you purchase, TOMS will help a person in need. One for One.'
Warby Parker: 'To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.'
Understanding these types of brand purpose can help you define your brand's unique purpose. Remember, your brand's purpose should be authentic, meaningful, and true to what your brand stands for. It's not just about what you do or how you do it; it's about why you do it.
