How to uncover your Brand Purpose? With a Free PDF guide


07 Sep 2021

Brand Purpose - The golden circle

There is a reason behind everything. And now it’s important more than ever to understand the reason behind your brand

It’s essential to uncover your brand purpose if you want to thrive as a business. This is not only true for the big boys out there, but also for your small shop in the corner. Or even your online T-shirt business.

It might seem difficult to write down and understand your brand purpose but it’s essential if you want to stand out.

In this post, I will help you uncover your brand purpose with a simple and easy step-by-step process.

First, let’s understand what Brand Purpose means.

What does brand purpose mean?

Brand purpose is the reason your business exists beyond making money.

You started your business for a specific reason that you might not articulate at the moment, but it is there somewhere.

Brand purpose isn’t just a written phrase you put in the archive or on your website and leave it there. It’s your compass that will guide everything from your vision and mission to your visual applications.

“Brand purpose represents your reason for being and what you stand for above all else. It’s often referred to as your North Star or your Noble Purpose.”

– Raphael Bemporad

The golden circle

One of the best thought-leaders who talked about brand purpose is Simon Sinek. His talk on Ted was amazing, I recommend you to watch it if you didn’t already:

Simon says that there are three levels for every brand and those levels are:

  • What – the things that you do as a business. Every company knows what they do
  • How – How different your approach to what you do, this is what differentiates you as a business. Some companies know this
  • Why – Why you do what you do. This is the gold and where all the magic happens. Very few companies know why they do what they do
Brand why quote - Simon Sinek

Why is it important to uncover your why?

Customers want to be a part of a bigger cause. They are ready to pay more for the same product if this decision makes them feel connected or part of something bigger.

And because people buy with their emotions, it’s important to touch those emotions.

You have to connect with your ideal customer on a deeper level, beyond the transaction. and here are some benefits from having a brand purpose:

  1. Making decisions will be easier, in your business, identity, and marketing.
  2. Stand up for a belief that will add value to your customers and change their lives.
  3. Stand out from competitors
  4. Find passionate employees who share similar believes to your company.

Okay, now let’s answer the golden question.

How to uncover your brand why

There are different ways strategists use to help business owners understand their brand purpose.

Here I will give you a simple formula you can follow on your own. This formula is built based on the golden circle concept and the book “find your why” by Simon Sinek.

To help you understand the steps, I will be using Apple as an example throughout the exercise. You can use a pen and paper or download the free digital workbook From here


So let’s start

Step1: Start With ‘What’ you Know

Okay, to make things easy for you, let’s start with what you already know which is what you do.

Open the guide and start by listing the things that you do as a business. The products and services you provide.

For Apple this will be:

Make computers, laptops, phones, tablets, and watches.

Step2: Write ‘how’ you do what you do

Now things start to get a bit difficult. If you haven’t thought about how you’re different or your USP (Unique Selling Proposition) then now it’s the best time to do so.

Look to your product, your processes, and your inner business. Think of what makes you unique and makes what you offer different from the rest of the competition.

Your ‘How’ is the strengths that make you stand out.

For Apple this will be:

Beautiful computers that are beautifully designed, easy to use, and user-friendly.

Step 3: Uncover the ‘Why’

Now that we put all the basic things aside, it’s time to think about the core of all this, your ‘Why’.

First, answer these questions before writing your brand purpose:

  1. What makes you wake up in the morning?
  2. What are your unique Strengths?
  3. What would you like to be known for?
  4. What do you want to change about the world or your industry?
  5. What change do your customers want to see?

Answering these questions will give an idea of what your brand stands for and things you didn’t think of before.

Now use this template to write your Brand Purpose

Brand Purpose Template

In the first blank area is the ‘Contribution’ you make to the lives of your customers.

The second blank represents the ‘Impact’ of your contribution.

You don’t have to use this template, but it’s easy and makes things simpler. You can use it as a starting point and then rephrase it if you want.

But make sure your brand purpose is:

  • Simple and clear
  • Actionable
  • Focused on the effect you’ll have on others
  • Expressed in affirmative language that resonates with you

Brand purpose examples

Here are a few examples to inspire you while writing your brand purpose. Make sure that you use this to inspire you and not to copy.

  • Coca-Cola: To refresh the world. To inspire moments of optimism and happiness.
  • Nike: To bring inspiration and innovation to every athlete. If you have a body, you are an athlete.
  • Apple: To challenge the status que.
  • Patagonia: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
  • Apple: Make tools for the mind that advance humankind.
  • Simon Sinek: To inspire others to do the things that inspire them, so that together we build a better world.
  • Hamdi Designs: To help people to create their dream brand so that together we shape an authentic and creative world.

Final words

Discovering your brand purpose is the first and most important step in the branding process. Everything will be built on your brand purpose, so make sure you get it right.

Don’t forget to share this post if you find it useful.

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