Purpose is your organization’s distinctive reason for being. Purpose expresses your most elemental reason for doing what you do and, in this way, is different than mission. Mission answers the question, “What do we do?”.

Purpose answers the question, “Why do we do what we do?”
 

Purpose-fueled brands exhibit a confidence and effectiveness in the market that brands without a clear sense of purpose do not (ex. Nike, Apple, Johnson & Johnson*).
 

Purposeful brands have advantage in retaining and recruiting both customers and employees … both essential to long-term growth and profitability.

Purpose-fueled branding is not just for non-profits and B corporations.

Purpose-fueled branding is for any organization that 1) employs people and 2) serves people. People yearn for purpose in the work they do and, increasingly,  expect the organizations with whom they associate to make a difference while making money.

To harness the transformative power of purpose, your employees must feel a sense of ownership in that purpose. Our unique approach to discovering, defining and developing your distinctive purpose (what we call a “brand ideal”) distributes ownership and promotes adoption of your brand ideal.

As a result, your organization’s culture begins to authentically and energetically express this ideal to your customers thereby strengthening and deepening your relationship with them. They, in turn, are motivated to serve as ambassadors for your brand to their friends, family and network of contacts.

By leading with your heart (your purpose), you engage your customers' hearts and you give them a compelling reason to choose you (and stay with you) that your competitors likely do not.