It was only a few years ago that Instagram, the social media app, was known for its image-sharing feature. People found various ways of self-expression on the app, whether it was through cute dog pictures or an outing with friends. Over time, it emerged as one of the world’s most powerful marketing tools.

From big organizations to small businesses, people have been increasingly using Instagram to engage with their consumers. By consolidating their brand aesthetic through their accounts and engagement activities, businesses are tapping into a pivotal growth opportunity.

Instagram is an ideal example of how brands compete with one another and make the most of marketing opportunities. But for a brand to stand out, simple social media marketing doesn’t suffice. Purpose-driven brands have more success in catching the consumer’s eye. Read on to understand the meaning and importance of purpose-driven brands.


  1. What Is Brand Purpose?

  2. The Importance Of Brand Purpose

  3. How To Build Brand Purpose?

What Is Brand Purpose?


As the name suggests, brand purpose is a brand’s reason for existence. The definition goes beyond profit-making and focuses on the brand’s higher purpose. It sets out to elaborate on how an organization intends to change the world for the better. It helps connect with customers on an emotional level. While it may be confused with social purpose, it isn’t exactly that; although there may be similarities. In short, brand purpose focuses on product-led initiatives that help businesses grow and benefit society at the same time.

Here are some simple brand purpose examples that’ll help you understand the concept better:

  • For businesses in the educational sector, the brand purpose can be helping students from marginalized or disadvantaged communities access formal educational opportunities
  • For businesses in the sustainable economy field, the brand purpose can be minimizing carbon emissions and making way for a greener future
  • For businesses in the food industry, the brand purpose can be ensuring animal welfare while adopting sustainable practices

The Importance Of Brand Purpose


If the sole purpose of your brand is to generate profits, you may not be able to retain your consumers. People don’t just want to see your products, services or marketing campaigns. To be able to connect to the brand better, they need to see if you have a higher purpose. It’s essential to bring a strong and unique point of view that makes a positive impact on the world. Here are some benefits that highlight the importance of brand purpose:

  • It not only adds value to a customer’s life but also to society in general
  • It helps establish an emotional relationship and connection with your consumers, which in turn boosts sales and improves loyalty
  • It can give your brand an edge over other competitors in the market as the value you provide is unique

Dove, the personal care brand, has developed its entire marketing communication and campaigns around positive body image and women’s empowerment. Not only has it brought out an emotional aspect but also created a ‘feel good’ factor with its products. This helps Dove stand out and create a different kind of reach among its consumers. There are several brand purpose examples that highlight similar advantages. 

How To Build Brand Purpose?


If you want to create a name among purpose-driven brands, you need to be mindful of two things—it’s authentic and it’s impactful. Here are some strategies to ensure that you create, develop and communicate your brand purpose with ease:

1. What Is Your Purpose?

The first step is to ask yourself what you and your brand stand for. What is it that drives your business? By finding the right reasons and problems you’re solving through your products and services, you’ll get clarity on why you need to build a purpose-driven brand.

2. Marry The Two Worlds

While you may have figured out the what and why of your brand, purpose is incomplete without passion. You need to justify your purpose by showing that you’re passionate about driving change and making a difference. You can make your purpose integral to the whole business and make necessary changes to your products and services to show you’re committed.

3. Have Fun In The Process

Don’t hold back your creative side when sharing your brand purpose with consumers and other stakeholders. Make it engaging and fun for both you and your audience. Make sure to maintain consistency and cover all touchpoints to let people know what exactly drives your brand.

If you want to find more about the larger purpose of your brand, business as well as yourself, try Harappa’s Discovering Purpose course. Power-packed frameworks such as Elements of Purpose and Best Possible Self will teach you how to find fulfillment and be resilient. Once you identify what you believe in with this course, you’ll be on your way to becoming a rockstar professional.

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