Home Technology The purpose of the brand

The purpose of the brand


Have you ever ever puzzled what the goal of your model? The rationale for its existence? In case your reply to those questions relies solely on attaining monetary outcomes, we suggest that you just proceed studying this text and you’ll notice that defining the true worth behind your organization will profit each society and your self.

The rationale for a model to exist

The model goal is the explanation for current of a model, the explanation for its actions. It’s based mostly in your values ​​and the long-term enchancment you possibly can convey to society. Subsequently, it can’t stay a mere declaration of intentions, however the definition of a goal should be accompanied by actions that put it up for sale.

When a model has its goal nicely outlined, when it is aware of the true worth of its firm, it has it built-in into its DNA, that’s, none of its actions is alien to the aim behind it, since it’s a part of its company tradition.

To make clear the idea, let’s take a look at some examples of manufacturers with a well-defined goal:


Google was born with a really clear philosophy that it has maintained all through its historical past and that’s based mostly on its goal: “Arrange the world’s data and make it universally accessible and helpful.”


Tesla is an instance of how a goal doesn’t have to stay fastened all through the historical past of the corporate, however might be tailored in line with circumstances or the evolution of the corporate. Subsequently, if to start with Tesla’s goal was “to speed up the world’s transition to sustainable transportation,” later, they adjusted this concept and at present its goal is “to speed up the world’s transition to sustainable vitality.”

With this nuance and with out shedding coherence, Tesla outlined its goal by adapting it to its new exercise, which went from being centered on the automotive business to increasing its discipline of motion within the vitality sector.


Dove has centered on enhancing the well-being of girls, which is why they outlined their goal and actions in the direction of this objective: “Assist girls construct a constructive relationship with their look, serving to them enhance their vanity and notice their nice potential ”.


Apparently quite simple however tremendously sophisticated and transcendent: “Make folks’s lives simpler”.

Benefits of getting a model goal

And why is it so essential? The benefits of having a goal are different and have an effect on each the corporate and its stakeholders:

  • The corporate’s actions assist enhance the lives of its customers.
  • The model stands out from the competitors by having its personal very marked id with a coherent message.
  • The corporate improves its outcomes by having an outlined path because of following a long-term technique based mostly on its goal.
  • Staff are extra motivated by feeling that their work has that means, a worth that goes past financial exercise, which ends up in greater productiveness.
  • In the identical vein, the corporate attracts abilities who search to dedicate their time and develop their profession in a beneficial firm for society.
  • The corporate creates a powerful company tradition with a transparent imaginative and prescient to realize the long-term mission of the model.

Unilever has been in a position to affirm the profitability of this technique. In 2018, they discovered that their purposeful manufacturers grew 69% sooner than the remainder of their companies, representing 75% of their world progress.

For privateness causes YouTube wants your permission to load.

I Settle for

What’s my goal?

It’s not the identical to plan a brand new model from scratch than to have been working available in the market for a few years. Within the second case, it’s possible you’ll end up in a state of affairs wherein, having lots of expertise in your sector, you’ve got by no means thought-about what the aim of your organization is.

To find what’s the motive on your model, you should use one in all these strategies:

  • Conduct a model evaluation.
    Analyze the strengths of the corporate, what its passions are and the way it may be helpful to society.
  • Perform some research on the historical past of the model or its founders.
    What was the preliminary concept of ​​the mission? What intentions have been there throughout its growth?
  • Valuation of workers and collaborators.
    Realizing the motivations of the individuals who collaborate with the corporate may also help to find what’s the actual worth they see within the work they do.
  • Buyer ranking.
    Your prospects can supply various views in your model and its distinctive worth.

We encourage you to replicate on this, since once you enter absolutely into this philosophy, you notice that figuring out the “why” of your model is the premise of any mission, since from there you possibly can construct every thing else: each the “how” (the model expertise, the organizational tradition…) and the “what” (the services you supply).

If you wish to delve into the topic, we suggest these contents:

For privateness causes YouTube wants your permission to load.

I Settle for

For privateness causes YouTube wants your permission to load.

I Settle for


Please enter your comment!
Please enter your name here