Over the years, I have witnessed a fracture formed when the branding process takes place – Experiencing the divide between the traditional corporate strategy (mission and vision) and a new approach, which is led by agreed purpose, core values, and personality. A recent quote that resonates with me:

‘Purpose, mission, and vision are often used interchangeably. However, it is important to maintain a distinction between the three. Purpose refers to the difference you’re trying to make in the world, the mission is the core strategy that must be undertaken to fulfil that purpose, and vision is a vivid, imaginative conception or view of how the world will look once your purpose has been largely realised.’

Founder Whole Foods John Mackey, Conscious Capitalism 2020

MacKay takes a brand’s higher purpose to inspire and engage customers and key stakeholders.

Brand purpose, is it flawed? The idea that brands with purpose outperform those that don’t has been a widely promoted idea.

I find the truth somewhere in the middle, which depends on the brand and the category. Can all brands have a higher purpose? Probably not. But I am convinced we feel emotions and attach meaning to brands and in doing so, loyalty follows, and when your brand is about something good and what I am seeking, I’ll form a deeper bond.

It is essential to note the most relevant definition of purpose considers the needs of a broader group of stakeholders, including customers, employees, shareholders, the community, and the environment. In so doing, can then deliver a coherent relationship between company and brand purpose.