Arek Dvornechuck
Branding Expert
Brand Purpose: 22 Best Examples
Nike is a leading brand in sports apparel. Its purpose is to bring inspiration and innovation to athletes in the world.
Apple is a leader in tech and design. Its purpose is to bring the best experience to its customers through its products.
Starbuck's brand purpose is to inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.
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A brand purpose is a higher-level reason for a brand to exist and can set your company apart from the competition.
A powerful purpose can make your brand stand out from the crowd.
Having a purpose shows your customers that you are more than your products or services and can aid in the development of client loyalty.
Here are 22 of the best examples from famous brands and how they've used their brand purpose to connect with customers and create a unique identity.
PS. You can also consume this content in video form on my YouTube channel.
But before we talk about these examples, let me first explain what brand purpose actually is.
A brand's purpose is the core reason for its existence, and it goes well beyond product or service features.
To sum up, a brand's purpose is the reason why your brand exists, apart from just making money.
It usually encompasses the brand's ethos and attitude, as well as the values it stands by and its unique promise to customers.
Brand purpose is becoming an increasingly important part of brand strategy, as customers are looking for more than just a quality product or service.
When a brand has a clear purpose, it can be a driving force behind everything from product development to marketing campaigns.
It can also help to inspire employees and create a sense of community around the brand.
The growing number of consumers who research a brand's purpose before making purchase decisions is evidence of the growing importance of brand purpose.
A brand with a compelling purpose often receives greater support and recognition from consumers.
Why is brand purpose important in the modern market?
Here are the top advantages of having a brand purpose:
Purpose-driven brands are often more successful than those that don't have a clear focus, and they're more likely to stand out in today's competitive market.
A successful brand purpose resonates with audiences on an emotional level, inspiring loyalty and creating a sense of community around the brand.
It might sound like some nonsense, but believe me—once you understand the concept, it's common sense.
Let's take a look at some examples of brand purpose statements so you can see what we're talking about.
Below are the 22 best examples of brand purpose that demonstrate how companies can create powerful brand strategies.
Nike’s initiative aims to prioritize sustainability across the company.
To bring innovation and inspiration to every athlete in the world—If you have a body, then you’re an athlete.
Nike’s purpose is to spread positive change through five fundamental pillars; equality, communities, manufacturing, environment, and product.
In other words, the purpose is to promote Nike's commitment to impacting positive change.
In a rapidly evolving and complex world, the initiative aims to inspire innovation and raise expectations.
Nike also strives to offer both everyday consumers and stakeholders access to a wealth of information.
Apple aims to give its clients an excellent user experience by creating new and improved products and services.
To bring the best user experience to its customers through its innovative hardware, software, and services.
Apple has established itself as a leader in technology and design, consistently turning out high-end products that transform everyday experiences.
Its brand purpose focuses on offering the best user experience possible through its cutting-edge products and services.
It is Apple's primary purpose to create products that make people's lives better.
That does not just involve developing entirely new product categories such as the iPhone and the Apple Watch, but also continually innovating within those categories.
Starbucks is a brand that has become synonymous with coffee (at least in the US).
To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.
Starbucks' brand strategy revolves around providing its customers with an enjoyable experience, through its store design, music selection, and customer service.
The brand also focuses on creating a sense of community by sponsoring local events and taking part in charities.
Additionally, Starbucks' brand purpose is also reflected in its commitment to sustainability.
This sustainability includes reducing waste and using recyclable packaging.
Amazon's brand purpose emphasizes customer satisfaction and convenience.
To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
The brand's brand strategy centers on providing customers with the best possible shopping experience, from pricing to delivery.
Amazon also seeks to develop products that provide value for customers, such as its voice assistants and Prime memberships.
This brand purpose informs many of Amazon's decisions, such as its focus on customer service and continuous innovation in product offerings.
Adidas is one of the most recognized sportswear companies in the world.
Through sports, we have the power to change lives. We will always strive to expand the limits of human possibilities.
Adidas has long been committed to offering high-performance and endurance products.
This purpose has always kept the company at the forefront while giving its competitors a hard time.
The brand believes it has the power to change lives through excellence, innovation, and performance.
Adidas uses various strategies and tools such as a good brand purpose and mission statement to gain a competitive advantage in the market.
Microsoft started as a software company and has since expanded into other areas, such as hardware and services.
To empower every person and every organization on the planet to achieve more.
The brand's purpose is centered around providing products that are designed for productivity, efficiency, and collaboration.
Microsoft focuses on developing products that enable customers to do more, such as its Office Suite of products or its cloud storage service Azure.
Microsoft also seeks to make technology more accessible, such as its Xbox consoles and Surface laptops.
McDonald's brand strategy centers around providing quick, easy, and affordable meals to customers.
To be the world's best quick service restaurant experience. Be it for convenience, menu variety or value for money.
McDonald's strategy is basically to provide customers with fast and convenient dining options, while also offering a variety of menu items.
Recently, the brand also focuses on creating an enjoyable customer experience in all its stores, through initiatives such as table service and digital self-order kiosks.
In addition to this, McDonald’s brand purpose is also reflected in its commitment to sustainability and community initiatives.
The brand has implemented various efforts to reduce waste and increase recycling, as well as contribute to local communities through charitable donations and programs.
Coca-Cola is one of the most recognizable soda brands in the world.
To refresh the world. To inspire moments of optimism and happiness, creating a positive impact in the world.
Coca-Cola as a brand seeks to create a sense of happiness and optimism among its customers by providing them with refreshing drinks and memorable experiences.
And that comes through Coca-Cola's marketing efforts which are often designed to create a sense of happiness and optimism.
The brand tries to tap into emotions such as happiness, love, and joy in its ads.
Coca-Cola's marketing campaigns often feature feel-good images and messages that are intended to resonate with people all over the world.
Uber is a brand that has revolutionized the way we move and offers an on-demand car-hailing service.
To bring transportation as reliable as running water everywhere for everyone.
The brand strategy is focused on making transportation more accessible and convenient for its customers.
Uber uses technology to make it easy and safe for people to request rides, track them in real time, and pay without cash.
Uber also focuses on providing customer benefits through initiatives such as loyalty programs and discounts.
Airbnb is a brand that has made travel more accessible and convenient for millions of people around the world.
To create a world where anyone can belong anywhere.
The purpose reflects Airbnb's overall strategy, which focuses on making it easy for customers to find unique accommodations anywhere around the world.
It also seeks to make the travel experience more personalized and enjoyable by offering services such as its Experiences platform.
Additionally, Airbnb allows travelers to book activities with local hosts.
These brand purpose examples demonstrate how businesses are using brand strategies to create positive impacts in the world.
Walmart is a brand that is focused on making shopping easier and more affordable for customers.
We save people money, so they can live better.
This brand purpose reflects Walmart's business strategy in general—which focuses on offering customers low prices, quality products, and convenient shopping experiences.
The company also seeks to make a positive impact in the world through initiatives such as sustainability efforts and charitable donations.
Walmart has committed to reducing its carbon emissions.
And has claimed responsibility for helping to reduce hunger in underserved communities around the world.
Ford is one of the most established automakers in the world, offering reliable vehicles to customers for over a century.
To move people and society forward by transforming the ways people move and connect.
Ford's brand strategy focuses on providing innovative products designed to make life easier for customers.
The brand also uses its products as an opportunity to inspire meaningful advances in areas such as sustainability, safety, and connectivity.
In addition to this, Ford has committed itself to creating economic opportunities by investing in underserved communities around the world.
This includes initiatives such as job training programs and resources for small businesses.
Samsung is one of the world's leading consumer electronics brands.
To devote its talent and technology to creating superior products and services that contribute to a better global society.
This brand purpose statement reflects Samsung's strategy, which seeks to push the boundaries of technology and make it accessible to everyone with innovative products and services.
The brand also focuses on making an impact in areas such as education, sustainability, and accessibility.
Samsung has committed itself to create meaningful change through initiatives such as its global digital education platform and its Smart Living program.
Both initiatives seek to reduce energy consumption.
Walt Disney Company has achieved international fame through effective strategic management.
To create happiness for people of all ages.
Disney implements a mission statement suitable for the entertainment, amusement park, and mass media industries to achieve high performance and leadership in its industry.
For the company to reach the top of the pyramid, it combines brand value, creativity, and innovation.
As I have noted, Disney strives to provide content that will positively impact the world and puts its customers first.
With an increase in production, the company must also adapt to a more competitive environment.
Google is one of the most influential tech companies in the world, mostly known for its search engine.
To organize the world's information and make it universally accessible and useful.
Google's brand purpose also speaks to the brand's commitment to making a positive impact in the world through various other initiatives.
The brand also wants to make an impact in the world through its philanthropic arm Google.org, which focuses on causes such as poverty and human rights.
Google is also committed to environmental sustainability, investing in renewable energy sources and working towards reducing its carbon footprint.
Whole Foods is probably the most popular choice for shopping for healthy, organic food in the US.
To celebrate good food, nourish people and the planet, so we can eat well and eat healthy.
Whole Foods sets itself apart by setting aspirational, yet attainable goals.
Their purpose really conveys the sense that this is a company that's passionate about what it can do for the world.
Natural, organic, and comprehensively nutrient-dense foods have always been a hallmark of Whole Foods.
In fact, in contrast to most other grocery stores, they offer food that is good for people rather than processed items.
Tesla’s purpose remains the same as when it was created almost two decades ago.
To accelerate the world’s transition to sustainable energy.
A key component of Tesla's mission is to accelerate the development of advanced technologies and products.
Tesla Inc. focuses on electric cars and related energy products.
In addition to electric vehicles, battery packs, and solar energy solutions, new products may be developed and Tesla's marketing mix may need to be adjusted.
Tesla's corporate mission provides a general overview of its organizational development.
It's no secret that Dove (a Unilever brand) is a powerhouse when it comes to brand purpose.
To encourage all women and girls to realize their full potential.
The guiding principle that guides Dove's endeavors are "Self-Esteem.”
Moreover, they educate daughters to solve the present-day problems of self-esteem in women.
In taking on a noble cause with authenticity at its core, Dove's communication of its mission is inspirational.
A natural flow from Dove's established purpose is: to make a positive experience of beauty accessible to every woman.
The Patagonia team customers’ are adventurers, who appreciate nature and the outdoors.
To save our home planet from climate crisis, so that we can remain vigilant, and protect what’s irreplaceable.
Environmental initiatives at the grassroots level are also part of the company's commitment to the environment.
Unlike other brands, Patagonia aligns its purpose with the beliefs of its customers and places a high priority on sustainability and the environment.
Additionally, Patagonia plans to sue the government for reducing Utah's National Parks land.
A switch to organically grown and ethically sourced cotton is also part of the company's commitment.
Harley-Davidson's mission statement reflects how innovative this enterprise is with regard to big bikes.
To fulfill the dream of freedom through the experiences of motorcycling.
Harley-Davidson, Inc. has maintained unrivaled standards in this industry around the globe.
To achieve this, they consistently worked within the goals and vision of the company.
Harley-Davidson leaves a positive legacy wherever it operates according to its mission statement.
It is no wonder that the organization is the most favored motorcycle brand in the world.
For Toms, the brand purpose is all about authenticity.
We believe in a more equitable world. That’s why we give ⅓ of profits for grassroots good.
Having a purpose that is in line with what you offer (like selling shoes and donating shoes) will serve as a hook for new customers.
A brand like Toms would risk losing credibility if they deviate too far from what its company offers.
In addition to shoes, Toms also offers eyewear to create funding for eye surgeries and also roasts coffee in order to support clean water initiatives.
“Start something that matters” is the brand's slogan, and it perfectly captures their aspirations.
Walgreens is one of the largest pharmacy chains in the US.
To inspire more joyful lives through better health.
Additionally, one of the ways Walgreens supports communities is through environmental responsibility.
It was important for them to be the first to take on the community challenges, so they refined their purpose: “To be America’s most-loved pharmacy-led health, well-being, and beauty company.”
As a result, their initiatives have gained commercial success as well as community benefits.
Lastly, Walgreens' brand purpose is enhanced through a very effective corporate responsibility program.
Finding a brand's purpose can be a daunting task, but as you can see from the examples above, it’s super important to do in order to create that connection with customers.
There are a few ways to go about finding a brand's purpose.
One way is to look at what the brand does or sells and then try to find a deeper meaning behind it.
Another way to look at this is to try to find a common thread among all of their activities and tie them to a greater good.
You can learn more about the process of brand purpose development in my other article—Check out my free brand strategy guide
A brand purpose is a powerful tool that helps companies connect with their customers on an emotional level.
It should be used to create brand stories that are memorable, inspiring, and authentic, while also staying true to the brand's values.
Ultimately, a brand purpose is not merely a badge companies put on to look good or to further their own purposes.
It's also the path to greater profits and better growth—as we can see nowadays with the rise of “purpose-conscious brands."
The brand purpose must reflect the values and ambitions of a brand's target audience.
It must demonstrate a genuine desire to positively impact society as a whole.
Just to sum up—I’ve prepared a list of brand purpose benefits below.
I hope you got inspired by my examples of the brand purpose of famous brands.
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For just $5, you’ll get my deck in high resolution, 1920 by 1080 px—just replace the logo, change colors, and fonts, and make it your own!
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