Why do you exist?
Your brand purpose is the reason you exist beyond making money. This purpose is what builds that all-important emotional connection as your target audience will share the same values and beliefs.
The goal of a brand purpose is to give people something to follow, a cause to champion and a reason to feel inspired to buy your products. Consumers are driven and committed to purpose-driven brands that stand for something. Particularly when it comes to the beauty industry, take a look at some of the examples of beauty brands with purpose below, and you will see how these brands have managed to achieve success with a clear brand purpose.
WE EXIST TO FIGHT FOR A FAIRER, MORE BEAUTIFUL WORLD.
We believe in the beauty of the planet and the good in people, but our world needs work. Nature is suffering at our hands, whole species are become extinct in our lifetimes, and our society remains desperately, deeply unfair and unequal. Our founder, Dame Anita Roddick, built The Body Shop to fight for what is good, and just, and beautiful.
CREATE THE BEAUTY THAT MOVES THE WORLD.
Our goal is to offer each and every person around the world the best of beauty in terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity.
Think back to when you first decided you wanted to start your business. Beyond your personal reasons for financial freedom, a desire to work for yourself, a dream you’ve always had to have a business of your own…there would have been another reason you wanted to create your brand. Think about the emotive value of your brand purpose and what is really going to connect people to your brand. Consider what people and consumers really care about.
<aside> 💡 Here are a few questions to spark some ideas on articulating your purpose. Scribble down some ideas and answer any relevant questions to get the ball rolling. Use this first step to just write down anything and everything that comes to mind, brainstorm your ideas and we will work on refining this to form your ‘brand purpose statement’ in the final step.
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