brand glossary: brand purpose

A brand purpose reflects the company’s fundamental
raison d’être –  its reason to exist beyond making money. It is the expression of an organization or company’s role in the world, and how that connects to its business strategy. It outlines the defendable, ownable and actionable impact that the brand has on its audiences, and how it delivers genuine value.

The term purpose may also be used to express what a brand stands for and how its reason to exist aligns with its corporate citizenship or corporate social responsibility (CSR) stance, and how its values and mission benefit its audiences, leading to terms such as “purpose-led” or “purpose-driven brands.” PepsiCo, for example, makes “Performance With Purpose” the heart of its corporate brand, expressing its aim to deliver growth in a way that has a positive impact on people and the environment.

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