When you are first thinking about launching a new company, it’s essential to write your brand purpose statement. This statement works to showcase your company’s reason for existing beyond making money. In addition, it can give your potential customers an idea of what they can expect from working with you and buying one of your products or services. Let’s take a look at five of the top brand purpose statement examples, all of which can inspire you when coming up with a brand purpose statement for your new business.
start with why
by Simon Sinek
⏱ 12 minutes reading time
🎧 Audio version available
Crayola – Encouraging children to be creative and enabling parents to inspire them
Crayola is one of the world’s most popular brands when it comes to products for kids and families. Their brand statement showcases the inspiration behind their products and appeals to both children and their parents. We all know that parents are generally the ones making the purchasing decisions when it comes to children’s products, and this statement appeals to them on a deeper level. It places them in a vital role in the learning process and shows that Crayola’s products are so much more than just a set of colorful pens and pencils for their children to use. It just goes to show that even the most everyday products can be positioned in an inspiring manner with a well-written brand purpose statement.
Dove – Discovering the value of ‘natural beauty and improving self-esteem worldwide
Health and beauty products such as those sold by Dove are a necessity for people around the world. However, beauty and health companies tend to focus on the ideal appearance we should be aiming for. Dove positions itself differently, focusing on the value of natural beauty. In addition, they work to inspire women worldwide to improve their self-esteem, which is reflected in everything they do.
If you’ve ever seen one of Dove’s advertising campaigns, you can see how this brand purpose statement inspires everything the company does. They focus on recruiting real women as their models and work to show that their products are suitable for anyone at any stage in their life. A good brand purpose statement will inspire every activity within a business and ensure that everything your brand does is aligned with your values and mission.
Expensify – To enable professionals to focus on what they were born to do
Any company in any industry can benefit from writing a clear brand purpose statement. Expensify was founded by someone who hated completing expense reports. He knew that there were much better uses of his limited working hours and wanted to give this time back to other busy professionals. This brand purpose statement shares the company’s mission while also explaining the benefits of the product to potential customers. Instead of just describing his product as a piece of software that scans receipts for accounting purposes, this statement shares the company’s mission and how the software can save you time. By resonating with your customer base and sharing the benefits that they’ll notice, you can appeal to a broad audience when launching your brand.
Coca-Cola – Refresh the world. Make a difference.
As one of the world’s most successful and beloved brands, Coca-Cola aims to connect with a broader audience. While the brand is primarily known for its extensive range of drinks, they hope to inspire their consumers to take a break from their products to refresh their minds and spirit. In addition, the company is constantly aiming to follow more sustainable practices and improve people’s lives in the communities they sell their products to.
‘Make a difference is a wide-reaching statement that Coca-Cola uses to share its plans to improve our planet and the communities in our world. Purpose has always played a considerable part in the brand’s vision, and you’ll find that the company’s top employees try to embody this brand’s purpose statement in the decisions they make. We often neglect to consider the brand purpose of brands we use every day, but you’ll find that companies, such as Coca-Cola, have so much more to offer to the world than just beverages.
Apple – To bring the best personal computing products and support to students, educators, designers, scientists, engineers, businesspersons, and consumers in over 140 countries worldwide.
Apple is known for offering companies and individuals some of the best technological products on the planet. They strive to push the boundaries of what is possible, seen in every new product they release. However, their company is so much more than just a technology-producing corporation. This is reflected in their brand purpose statement, which shares that they want to impact a wide variety of individuals worldwide.
The company’s brand purpose statement has evolved slightly over the years, but it always comes down to creating high-quality products that will inspire change in the world around them. The company is continuing to expand, which is reflected in their mention of the 140 countries they currently operate in. They also work to appeal to a broader audience than you might realize, ensuring that everyone from students to engineers benefit from their products.
These five brand purpose statement examples come from some of the world’s most successful and purposeful companies. They all have a clear idea of what they want to offer to the world, which is reflected in every product or service they launch. When writing a brand purpose statement, take the time to think about the audience that you are trying to attract to your business. You’ll find that a strong brand purpose statement will give them a clear idea of what you have to offer and inspire your employees to put their heart and soul into everything they do.
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