Strong brands have an inspiring Brand Purpose. What’s yours?

Strong brands have an inspiring Brand Purpose. What’s yours?

If I ask about your business, you’ll probably tell me all about what you do.  Or maybe how you do it.  OK, that’s interesting.  But if you want me to really care about you and your venture, you should tell me why you are doing it?  How will you change the world?  Or improve lives?  Or make a difference?

Simon Sinek tells us people are inspired by brands that “Start with Why.”  And Roy Spence of GSD&M wrote a book titled “It’s not what you sell. It’s what you stand for.”

Here is the stated Brand Purpose for these highly successful brands:

Whole Foods — Healthy people and healthy planet

Tesla — To accelerate the world’s transition to sustainable energy

Southwest Airlines — To connect people to what’s important in their lives

Whole Foods doesn’t mention groceries, Tesla doesn’t say anything about cars and Southwest doesn’t talk about on-time flights or free bags. 

So next time someone asks about your business, start with why.

2018-02-10T21:58:12+00:00 January 20th, 2018|Marketing|

About the Author:

Lee teaches marketing at the Concordia University College of Business and Communication. Before coming to Concordia, he had a long career in the ad agency business -- working at agencies including Ogilvy & Mather, McCann, DDB and GSD&M.