The concept of ‘brand purpose’ is not new, but as consumers want more than a transactional relationship with the brands they buy from, it is increasingly vital for companies.

Econsultancy’s Brand Purpose Best Practice Guide defines brand purpose, explains how to create and implement a purpose, and offers examples and ways to measure its impact.

A brand purpose is the reason why a company or brand exists. It goes beyond making money, allowing businesses to connect with consumers on a more emotional level. Consumers increasingly see brand purpose as an important factor when deciding to purchase a product or service, so it is imperative that marketers understand brand purpose and how to put it into practice.

The report covers:

  • The benefits of having a brand purpose and its role as a key brand differentiator, as well as how it can drive innovation alongside customer loyalty
  • How to create a brand purpose and embed it within all aspects of an organisation, so organisations ‘walk the walk’ as well as ‘talk the talk’
  • How to communicate a brand purpose and build brand trust through authenticity and transparency
  • How to show the impact of brand purpose from how it affects brand equity, customer behaviour and employee engagement.