Brand purpose. It’s the supporting pillar of our philosophy on brand and brand identity. We view it as central to every successful brand. So…

What is brand purpose?

At HKLM, we see brand purpose as the core of a brand’s identity. It’s the why of a brand. Why do you do what you do? Why do you exist? And it’s more than ‘to make a profit’. Brand purpose is about what your brand does to make a change in the world. It’s the key to forming lasting emotional bonds with the public.

Everything from your brand’s vision and values to its personality are built on the foundation of its purpose. It informs everything you do, making for a consistent brand. Brand purpose is what your products, services, and people must live up to.

Author, Simon Sinek, explains purpose in his three golden circles principle.

Who needs a brand purpose? And why?

More and more, people are buying into why companies do what they do, rather than what it is they do.  A successful brand doesn’t just engage peoples heads; it engages their hearts, too. Your brand can achieve this through purpose-led practices in everything from client service to product offerings.

New brands, and sometimes established brands, need a little help crafting their purpose, or even rethinking it. Every successful brand is guided by its very own unique purpose. Building a strong purpose is arguably the most important thing for a brand and it’s identity, because of its central nature. Your purpose needs to be consistently achievable; it needs to be something you can easily and effectively weave into every other aspect of your business. In other words, it’s difficult to get brand purpose right, but it’s something you can’t afford to get wrong.

We at HKLM are brand experts and designing a brand purpose is one of our brand strategy services. Does your brand need a refresh? It starts with purpose. And we’d be more than happy to help you get it right.