Kay, How Do I Set My Brand's Purpose Statement?

The first thing I do when I start working with a company or while I'm helping strategize a brand is to start by setting up the internal brand purpose, cause 90% of the time they don't have any, and if they do have it, it is something vague like "We Help Our Customers" or they often think it is the same thing as the "vision" and the just interchange it.

"Brand Strategy" is just another fancy word for "Gap Analysis". Most of the companies that I work with have "gaps" Gaps in their understanding of their audience, gaps in understanding of their competitors, gaps in team members on how they wanna shape their company...

The "gap" clearly articulating a clear internal brand purpose fills up is the "Gap on how everyone on the team thinks what your company actually does and what's the fundamental reason your company is in business beyond making money."

Step 1: Huddle up everyone in one place either on zoom or in person (tell them they'll get free food). Also, it's critical here that you EVERYONE on the leadership team and not just their sidekicks for this phase.

Step 2: Write these questions on the whiteboard and start going one by one down the list, asking everyone and writing whatever words and phrases that come to mind.

Question / Action	Answer / Output
Who are we helping?
What are we helping them with?
What emotion do we want our audience to have with the end result we deliver?
How could this emotion impact their lives?
Does this have a knockoff effect elsewhere in their lives?
How does this knock-off effect impact them practically?
Based on what we do for our customers, what is the biggest impact we can have in their lives?
Review and refine the answers to shape your brand’s purpose statement.

Step 3: Highlight the key phrases that you like the most and review and refine it into one sentence and put it in the last column.

There you go, now you too have an internal brand purpose that you came up with the entire team and one which everyone agrees on.

Now I have to add here that this is mostly an inter doc for everyone to refer to. It's often still too crude to show in the open world. The purpose is the fundamental reason why your company exists.

Here's an example of a cord-blood banking company* that we did for reference: (that I left soon because of some of the ethical controversies surrounding with what they were doing) but still it'll give you some idea on how you define an internal purpose:

Now let's work on your vision...

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