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Defining your purpose



Customers are looking for a more meaningful reason to choose your brand - because it raises their profile in the eyes of others and makes them feel good. Without a strong purpose, you’ll be vulnerable to a rival in your marketplace who does have one. 

Not only will customers leave you and gravitate to a rival brand with a stronger purpose, but so will industry talent. You’ll be left wasting money on marketing trying to remind people about you, but it's too late as they will have already chosen their favourite brand and will no longer care about you.


“People don’t buy what you do, they buy why you do it”

- Simon Sinek.



People want to do business with other people who share their beliefs and their values, so establishing the reasons behind why you are passionate about what you do is crucial. 

Your purpose is going to be the big thing that makes you stand out. It has to be distinctive, memorable and allow people to connect with you. To understand your passion for what you do and is the driving reason behind everything you do.

It is the motivation behind the passion you have for what you do and will often transcend beyond your products and services. It is how you plan to change the world and impact society for the better.

We have helped many businesses Define their Purpose with our Brand Engine Program. To help you define your purpose, we have created a workbook that comes with worksheets. To get your free copy, enter your detail below.

Branding Purpose Workbook

Case Study: Dove


A well-known Brand who has a powerful purpose is Dove. Their products are soaps and lotions, but their mission which transcends what they offer, is to ensure the next generation of women grow up enjoying a positive relationship with the way they look. 

Helping girls to raise their self-esteem and realise their full potential is an example of a compelling and attractive purpose that builds genuine, long-lasting affinity, respect and loyalty between them and their customers.




“In the 11 years since we launched the Dove Self-Esteem Project, more than 625,000 teachers have delivered a Dove self-esteem workshop and more than 1.5 million parents have engaged with our online content.

We’ve already helped 19.4 million young people in 138 countries. But we won’t stop there. Our global mission is to reach 20 million more by 2020.  

Raising the self-esteem of the next generation is a vital part of this change but we can’t do it alone. With your help, we can connect with the lives of even more young people. 

So whether you’re a parent, a mentor, or a friend, you’ll find everything you need to support the girls in your life on our Self-Esteem Hub.”



This is a hugely powerful and compelling purpose that will resonate with parents and children of all ages. It's so much more that soaps and lotions and is something that will attract both customers and talent. 


Questions to help you define your purpose.


To define an attractive and inspiring purpose, you will need to spend time thinking about what matters to you and what you do. Here are a series of prompts that will help you.


Thad Cox Purpose Branding

What are the reasons you are so passionate about your business?


What are the reasons you are prepared to work late into the night? When you think about the day ahead, why are you excited and looking forward to what lies ahead of you? It could be who you are working with or the type of work you are doing or maybe how it makes you feel to do what you do.


Why do you want to help?

Are there more emotive reasons? Is this something that has been burning inside you for a long time? As well as being able to offer something unique, maybe the reason why you want to do it is unique too.


What is the impact that you’re trying

to make?

From a more philosophical point of view, what is the bigger picture for you? Are you trying to change lives? What do you want your legacy to be? It’s always very attractive to be part of something bigger than yourself and if your audience can help with that, let them know.


What do you want to be known for?


What separates you from your competition? What do others say about you when recommending your services? How do you want to impact the lives of your target market? If you were asked to give a talk at a conference, what would it be about?

the Workbook


Next Steps


Now that you know what your purpose is, it's time to make sure that others know too. This includes both your customers and your employees, so start talking about it, creating content around it and living it.


Create a page on your website dedicated to it.


It’s crucial that anyone who visits your website can find out about your purpose easily. Make it as simple as possible by making a page dedicated to it. It could go on the homepage, in the ‘About Us’ or an ‘Our Story’ section. No matter where you put it, make it stand out and easy to find.


Have a sign made.

In the same way that we recommend creating a web page for your online visitors, you should do the same for your customers and staff. Design a striking sign and then hang it somewhere that everyone can find it, read it and understand it.


Hold a meeting with your team.

It’s very important that everyone is aligned internally on what the purpose of your business is. So arrange a meeting so you can take them through it. Explain it to them in detail so they both understand it and are also inspired by it.


Create content around your purpose.


The final part is to create articles, images and videos all about it. Tell stories, share insights and interview people. The worksheets will be packed with potential topics that can be turned into compelling and shareable content.



We understand isn't an easy process and want to make your sure are able to bring your purpose to life and an authentic and engaging way. If you're struggling or have any questions, we'd love to help you. Please click on the button below to contact us.