Article 
Why Brand Purpose Matters Now More Than Ever

Today’s consumers are looking for something deeper than just a product or a service—they want to believe in the brands they choose. This isn't just a passing trend. People care about the values of the companies they support, and as businesses, we need to keep up. Brand purpose has become central to how we think about building successful brands today. But what exactly does it mean to have a "brand purpose," and why should you care?

What Is Brand Purpose, Really?

At its heart, brand purpose is about why your company exists beyond making money. It’s the bigger reason your brand gets out of bed in the morning. It’s the unique value you bring to your customers, your employees, and society. Think of it as the answer to the question: What positive impact do we want to have in the world?

For Guinness, it wasn’t just about brewing beer. The brand’s purpose was all about bringing people together and celebrating moments of connection. That deeper sense of community gave the brand a soul that resonated with consumers. Similarly, BMW's purpose was to inspire joy and freedom through the experience of driving. It wasn’t just about selling cars—it was about the sheer pleasure of driving.

Why Brand Purpose Is a Game-Changer

We’re living in a world where consumers are more informed, more aware and more vocal about the companies they support. A recent survey by Accenture found that nearly two-thirds of consumers expect businesses to take a stand on social, environmental or political issues. It’s no longer enough to stay silent or neutral.

What does that mean for businesses? It means that having a clear brand purpose is not only good for society—it’s good for business. Research from Harvard Business Review shows that purpose-driven companies consistently outperform their competitors. Customers feel a stronger connection to these brands, employees are more engaged and the business becomes more resilient in tough times.

From my own experience working with companies like AB InBev and KFC, I’ve seen firsthand how defining and living a brand purpose can galvanize an entire workforce and create an emotional connection with consumers that transcends products.

How Do You Define Your Brand’s Purpose?

Defining your brand’s purpose requires more than just brainstorming in a conference room. It takes a deep dive into what truly drives your business. What are your core values? What societal or environmental challenges can you help solve? And, importantly, what do your customers care about?

When we work with clients at BrandExtract, we dig deep into these questions to help uncover what makes each company unique. For one of our B2B clients, for example, their purpose wasn’t just about the technology they provided; it was about driving human progress through that technology. This shift in perspective not only gave them a fresh way to talk about their brand, but it also helped them stand out in a crowded market.

Authenticity is Key

One thing to keep in mind is that your brand’s purpose must be genuine. Consumers today are smart—they can tell when a brand is being inauthentic or jumping on a cause just for the sake of it. If your purpose doesn’t align with your actions or feels disconnected from your core business, it will do more harm than good.

To make your purpose stick, it has to be:

• Authentic: It should reflect what you’re genuinely passionate about as a company.
• Actionable: Back it up with real initiatives and changes that show you mean business.
• Consistent: Your purpose should come through at every touchpoint, whether it’s in a customer service interaction, your marketing campaigns or the way you treat employees.

One brand that does this well is BMW. Its brand purpose—focused on "joy and freedom through mobility"—isn't just a slogan. It’s baked into everything they do, from the design of their cars to the customer experience at their dealerships. It’s not about pushing products; it’s about the experience and the lifestyle.

Your Purpose Should Shape Your Strategy

Your brand purpose isn’t just a marketing tool; it should be the lens through which you make every strategic decision. Whether you're launching a new product, entering a new market or deciding on your corporate social responsibility initiatives, your purpose should serve as your guide.

One important thing to keep in mind—particularly in B2B—is that buyers are still people. Even in more rational industries, people make decisions based on emotions and values. If your company’s purpose resonates with what buyers care about, you’ve created a powerful connection that goes beyond the transaction.

Making an Impact

At the end of the day, brand purpose isn’t just about standing out in the marketplace. It’s about making a meaningful impact on the world and being a company that people want to support. Brands that truly live their purpose—whether in B2B or B2C—are the ones that will thrive in the long run.

Having worked with brands around the world for over two decades, I have found that the businesses that invest in defining their purpose and living it authentically find the most lasting success. It’s no longer about what you sell but why you sell it—and why it matters.