brand glossary: purpose

The term purpose, when used to describe brands, has recently taken on various meanings. Traditionally, brand purpose 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.

However, the term purpose is more recently been used to describe an organization’s corporate social responsibility (CSR) stance, and how its values connect to the values of its audiences (described as purpose-led or purpose-driven brands) and encompasses an organization’s commitment towards the community and environment in which it operates, and covers a company’s ethical standards.