Brand Building

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Creating a Brand Purpose Statement: A Step-by-step and Comprehensive Guide

by Mandy Pao

If you’re looking to build a strong brand that resonates with your audience, creating a brand purpose statement is a critical first step. A brand purpose statement is a clear and concise statement that defines your brand’s reason for being and how it aims to make a positive impact on the world. This article will guide you through the process of creating a brand purpose statement that aligns with your values, resonates with your audience, and drives business success.

In this article, you will learn:
1. What is Brand Purpose and Why is it Important
2. Examples of Successful Brand Purpose Statements
3. How to Identify Your Brand Purpose
4. Crafting Your Brand Purpose Statement
5. Implementing Your Brand Purpose in Your Business Strategy

What is Brand Purpose and Why is it Important?

What is your “why”?

That is the core of your brand purpose. It is the reason why your brand exists beyond just making a profit. It’s a statement that defines the core values and beliefs that your brand stands for and the impact it wants to make on the world. A brand purpose statement is essential because it helps you differentiate your brand from others in the market, creates a strong emotional connection with your audience, and guides your business decisions.

What’s more, is that this helps you find your people. From employees to customers to investors, all look at brand statements and are looking for businesses that share their values and beliefs. In 2023, consumers are increasingly looking to support brands that align with their values and make a positive impact on society. By defining your brand purpose, you can build a tribe of loyal customers who share your vision for the future.

Examples of Successful Brand Purpose Statements

1. Patagonia:  "We're in business to save our home planet."

The purpose statement is effective because it is concise, clear, and speaks to the company's commitment to environmental sustainability. It communicates the company's mission and values in a memorable and impactful way.

2. AESOP: "To offer skin, hair and body care formulations created with meticulous attention to detail, and with efficacy and sensory pleasure in mind." 

AESOP's purpose statement is effective because it clearly communicates the brand's focus on high-quality, effective and enjoyable products. It emphasizes the brand's commitment to using high-quality ingredients and a thoughtful approach to product development, which resonates with consumers who prioritize wellness and self-care.

3. TOMS: "Using business to improve lives." 

TOMS' purpose statement effectively communicates the company's commitment to using business as a force for good. The statement is concise and clear, emphasizing the company's focus on improving lives through its business practices. By creating a strong purpose statement, TOMS has been able to build a loyal customer base and attract employees who share its values

4. Green Monday: "To make sustainable and healthy living simple, actionable, and inclusive."

This Hong Kong-based social enterprise is on a mission to tackle climate change and food insecurity through plant-based meals. The statement is concise and actionable, using words like "simple" and "inclusive" to emphasize the accessibility of their products and services. The use of the word "actionable" suggests that the company is focused on providing practical solutions for individuals to make sustainable and healthy choices. Overall, the purpose statement effectively conveys Green Monday's commitment to promoting a healthier and more sustainable world, while also appealing to a broad audience.

5. G.O.D. (Goods of Desire): "To weave local culture into global creativity for a lifestyle that is playful, functional and meaningful." 

This Hong Kong lifestyle brand has a unique purpose-driven brand that celebrates local culture and heritage. Their products are designed with a modern twist on traditional Hong Kong culture, and they are committed to promoting sustainability by using recycled materials. By weaving local culture into its designs, G.O.D. is able to create products that are both unique and authentic, appealing to consumers who value individuality and authenticity. The use of the words "playful" and "meaningful" in the purpose statement further emphasizes the brand's commitment to creating products that are not only functional but also enjoyable and purposeful, adding emotional value to the consumer experience.

6. CHOMP: “Saving Food, One bite at a time!”  

This new Hong Kong company is a new food-saving app designed to change the way people feel about food consumption and encourage sustainable living in Hong Kong. Their platform connects F&B businesses (like restaurants, cafes, bakeries and more) to customers who can purchase a Mystery Box of unsold food items directly from them. Their purpose statement highlights the urgent need to address food waste and makes it relatable by emphasizing the role that individuals can play in making a difference. The use of "one bite at a time" reinforces the idea that small actions can have a big impact, which can be empowering for people looking to make a positive change. Overall, CHOMP's purpose statement effectively communicates the organization's mission and encourages action towards a common goal 

7. Drink EVE: “Good health starts in the individual and ends with the community.”  

Drink Eve is a Hong Kong-based wellness brand dedicated to revitalizing the body and soothing the mind. Eve Functional Recovery Soda is a scientifically backed, caffeine-free, and sugar-free soda made with a unique blend of high-quality nutrients, Asian herbs, vitamins, minerals, and electrolytes. In their purpose statement, they highlight the role of community in promoting good health and encourage individuals to make choices that benefit not just themselves, but also those around them. This purpose statement also communicates a strong belief in the power of individuals to create positive change. Overall, the statement reflects Drink EVE's commitment to promoting healthy living and a sense of community.

8. Zanteia: “Provide fashion-forward women with a credible alternative to fast fashion and its many drawbacks” 

A sustainable fashion platform, Zanteia is a Hong Kong-based business founded on the principles of sustainable and ethical practices. By positioning itself as a credible alternative to fast fashion, Zanteia appeals to consumers who are concerned about the impact of their purchases. The statement also emphasizes the fashion-forward aspect of the brand, indicating that style and sustainability need not be mutually exclusive. Overall, the purpose statement effectively communicates the brand's values and mission and provides a clear direction for the company's actions and decisions.

How to Identify Your Brand Purpose

To create a compelling brand purpose statement, you first need to identify your brand purpose. Here are some steps to help you do that:

1. Identify your Personal Values 

Identifying your personal values is a critical first step in creating a brand purpose statement that is authentic and aligned with your beliefs. Your personal values serve as a compass for your decision-making, shaping the way you approach life and work. It might be a difficult task, but start by asking yourself: 

  • What brings me the most fulfillment in life?
  • What are the principles that guide my decision-making and behaviour? 
  • What am I willing to fight for and defend, no matter the cost?

2. Define Your Brand Values

Next, is around defining your brand’s values. These are the guiding principles that define your brand’s personality and culture. They are the beliefs and behaviours that your brand embodies. To define your brand values, ask yourself:

  • What do we stand for?
  • What are we passionate about?
  • What are our non-negotiables?

3. Understand Your Audience

To create a purpose-driven brand, you need to understand your audience and what matters to them. Conduct market research, analyze your competitors, and engage with your customers to understand their values, beliefs, and pain points.

Ask yourself the following questions:

  • Who is my target audience?
  • What are their needs and desires?
  • How can my brand fulfill those needs and desires?

4. Identify the Impact You Want to Make

Your brand purpose should be about making a positive impact on the world. Identify the impact you want to make and how you can use your brand to achieve that impact. Ask yourself:

  • What social or environmental issue does your brand want to address?
  • How does your brand plan to address this issue?
  • What impact do you want your brand to have on society?

Crafting Your Brand Purpose Statement

Once you have identified your brand purpose, it’s time to craft your brand purpose statement. Your brand purpose statement should be clear, concise, and memorable. It should communicate your brand’s reason for being and the impact you want to make on the world. Here are some tips to help you craft your brand purpose statement:

1. Keep it Simple

Your brand purpose statement should be easy to understand and remember. Keep it short and sweet, and avoid using jargon or complicated language.

For example, Patagonia’s  "We're in business to save our home planet" is a lot more effective than "At Patagonia, our mission is to holistically optimize the sustainability of our supply chain while reducing our carbon footprint, implementing circular business practices to minimize waste and maximize the use of renewable resources. We're committed to leveraging our brand to inspire environmental activism, promoting regenerative practices, and facilitating collaborative action within our industry and beyond. Our values of integrity, transparency, and responsibility guide our approach to corporate citizenship, and we're committed to advancing the triple bottom line of people, planet, and profit.” 

2. Be Specific

Your brand purpose statement should be specific about the impact you want to make on the world. Avoid general statements and be clear about the problem you want to solve and the impact you want to create.

Tesla’s statement, "To accelerate the world's transition to sustainable energy", specifies both their mission and how they are hoping to achieve it. It is easier to grasp than if they said something vague like "Tesla: driving innovation".

3. Make it Authentic

Your brand purpose statement should be authentic and reflect your brand’s values and beliefs. It should resonate with your audience and inspire them to take action.

We are here to help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realise their full potential.” this is the vision of Dove and they have embodied that in their work. Be it their Self-Esteem Project or their commitment to always feature real women, never models, their brand purpose statement aligns with their actions. 

4. Test Your Statement

Once you have crafted your brand purpose statement, test it with your employees, customers, and stakeholders. Get their feedback and refine your statement until it resonates with your audience.

You might not get the perfect statement from the get-go! It’s okay to change. In fact, in 2018, Nike updated its mission statement to focus on "bringing inspiration and innovation to every athlete in the world." This is to do with the evolving audience and increased commitment to diversity and inclusion. 

Implementing Your Brand Purpose in Your Business Strategy

Your brand purpose should guide your business decisions and be integrated into your business strategy. Here are some steps to help you implement your brand purpose in your business strategy:

1. Align Your Business Goals with Your Brand Purpose

Align your business goals with your brand purpose to ensure that you are making a positive impact on the world.

2. Train Your Employees

Train your employees on your brand purpose and how it guides your business decisions. Make sure they understand how their work contributes to your brand purpose.

3. Integrate Your Brand Purpose into Your Marketing

Integrate your brand purpose into your marketing campaigns to build a strong emotional connection with your audience. 


Creating a brand purpose statement is a critical first step in building a strong and purpose-driven brand. By identifying your brand purpose, crafting a compelling purpose statement, and integrating it into your business strategy, you can differentiate your brand, attract loyal customers and employees, and make a positive impact on the world. Remember to keep your purpose authentic, communicate it effectively, and measure its impact to ensure that it drives business success. Reach out if you have any other questions about brand building.

To learn more about brand building, check out our other articles such as Brand Building Guide: How to Build a Brand in 2023. With 4 Tips You Do Not Want to Miss and Top 3 Branding Worksheets For DIY Brand-Building [+ Free Workbook]

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