The Brand Purpose answers the question why the brand exists and what it strives for. It is based on core beliefs and values. A strong brand purpose is an essential growth driver for the brand: it motivates customers, employees and other relevant stakeholders and guides brand decisions and activities. Studies* have shown that brands with a compelling brand purpose grow 3x as fast as brands without this clear direction.

Objective:

The objective of the Brand Purpose Program is to develop and consistently activate a powerful brand purpose. The first step is to gain clarity about the core beliefs behind the brand. In a second step a compelling brand purpose is created and activated across all areas related to the brand.

Target Group:

• Brand team & Marketing leadership
• Market research

Content:

• The key to a powerful brand purpose
• Purpose development using the BBF Purpose Framework
  • Brand history
  • Core beliefs and brand values
• Purpose – inspiring wording
• Purpose activation
  • Make the purpose broadly visible and noticeable
  • The role of the Brand Artist

Methods:

• BBF PURPOSE Framework
• Brand PURPOSE examples
• Group work and discussions
• Consumer interviews for qualitative feedback

Duration:

• Is developed individually

Participants:

• 4-10 participants

Preparation:

• Brand history
• Brand positioning & values

–> PDF Download <–