Purpose branding is the process of trying to be relevant and remarkable based on participating in a meaningful purpose that can better our world or the communities we are part of. In it simplest form, purpose branding provides us with a chance to help change the world for the better.
There are a number of benefits for brands to actively choose to become brand activists .
- Purpose branding can serve as a social glue to commit people to each other to better the world together.
- Purpose branding can provide people, leaders and followers a platform upon which they can contribute towards cultural conversations.
- Purpose branding can serve as a “filter” by which we make effective choices and allocate efforts and resources in line with our values and ambitions.
- Purpose branding can serve as a “seed” of possibility for a better tomorrow, giving us the courage to believe in this better tomorrow without necessarily knowing how to get there or how it will look.
My favourite example of purpose branding is Ben & Jerry’s! They took something as simple as an ice cream and found a way to use it to better the world. Harnessing the power of business, Ben & Jerry’s works to solve social and environmental issues. They do so with great creativity and make doing good both fun and delicious. Ben & Jerry’s values everyone connected to their business and fights for them to all prosper, from those who produce the ingredients they use in their ice creams, to their employees who actually craft the products, through to the communities in which Ben & Jerry’s is active. As a result, they prosper!
I have been fortunate enough to meet many people behind the brand and they are genuine about growing their business to increase their capacity for impact. They are people who want to make a difference with business and believe people should have the power to create better communities and a better world. All in all, fabulous people and a fabulous brand!
If this sounds like your brand or something you’d like for your brand to get involved with, we’d love to help you along this journey. Giving and sharing makes the whole system benefit!