A brand’s purpose is one of the initial elements of a brand strategy. This concept gained popularity around ten years ago, with some purposes being more effective than others.
Then came purpose-driven brands, which go further by actively integrating that purpose into their core business practices and culture.
To help us understand this concept better, we are proposing ten guiding principles that demonstrate how purpose-driven brands can make a difference—one meaningful action at a time.
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Table of Contents
Principle 1: Our purpose is our heartbeat
We choose a clear and meaningful purpose that not only drives our team but also creates a positive ripple effect in society.
Principle 2: We care for all living beings
Our brand embraces a stakeholder-centric mindset (instead of a customer-centric mindset), recognizing the interconnectedness of everyone affected by our actions—from customers to communities and the environment.
Principle 3: We embody our values in everything we do
Our organization aligns with our purpose in all actions and operations, demonstrating our commitment beyond marketing promises.
Principle 4: We care about our products’ impact
We carefully analyze the environmental and social impact of our products, including waste generation, and ensure that we fulfill genuine human needs rather than merely creating desires.
Principle 5: We build credibility through consistency
By aligning our messaging with our consistent actions across all touchpoints, we reinforce our integrity and earn the respect of our audience.
Principle 6: We inspire community engagement
We encourage our employees, customers, local communities, and partners to participate in the brand’s initiatives, gathering their input and feedback.
Principle 7: We believe in open dialogue
Transparency is essential for us. We share our journey, successes, and challenges to cultivate loyalty and connection with our audiences.
Principle 8: We set meaningful benchmarks
Our success metrics are closely tied to our purpose. This helps us evaluate our impact and continuously improve in areas that matter.
Principle 9: We try to leave a positive legacy
Every action we take is rooted in the objective to enhance the world around us, trying to leave it better than we found it.
Principle 10: We celebrate progress, not perfection
We recognize that no business is 100% perfect and that every step toward our goals matters. We also celebrate milestones along the way to inspire continued growth and commitment.
