5 power ups from a purpose-driven brand

Written by Dan Salva

You create your purpose-driven brand by defining the larger meaning that your brand serves. This can be how your brand can make a difference in a life, a community, or even the world. Discovering and defining this meaning can be a catalyst for your success. I’m not talking about some warm-and-fuzzy feeling of goodwill that has some vague connection to your bottom line. No, there are real boosts that you experience when you commit to defining your brand’s meaning. Here are 5 examples.

1. It strengthens engagement with prospects, customers, influencers and more

This is the most obvious, but important that we don’t skip over it. People like to feel that they are part of something larger than themselves. They like to feel like they are connected and contributing. Purpose-driven brands help them fulfill this need, creating a strong emotional bond with anyone who engages with the organization.


2. It gives you focus and clarity across the organization

What do you stand for? Can you articulate it? How about all your team members? Can they tell you? Defining your purpose gets everybody on the same page. It creates a unifying thought that can help remove ambiguity and guide actions.

3. It builds esprit de corps

When team members feel connected to a larger purpose, they become more engaged. Studies even show that they become more productive. Meaning is a powerful motivator.

4. It enhances decision making

A well articulated meaning provides the foundation for decision making throughout your organization. You can now ask, “How does this decision support the larger meaning we have defined for our brand.” This can help reduce disagreements and guide more productive debate.

5. It helps optimize your marketing spend

Your brand's purpose becomes a touchstone to help evaluate marketing decisions. “Should we invest marketing dollars in this effort?” Answer it with the question, “Does that effort help advance the purpose we have defined for our brand?” You may be surprised just how powerful it is to apply a well-defined meaning and this simple question.


Dan Salva is a co-founder of Will & Grail, with more than three decades of experience in brand marketing and developing and implementing go-to-market strategies. He can be reached at dsalva@willgrail.com.