Over the past few years, we've seen a lot of organizations talk about purpose. If we've discovered anything, it's that purpose comes in all shapes and sizes. Some purposes are world-changing in their scope. Some focus on the difference the brand can make in just one life. But all the purpose-driven organizations display two characteristics consistently.

1. Brands with purpose demonstrate empathy

Purpose-driven brands focus on those they hope to serve. Don't confuse this with being customer service-focused. That's just the price to play. This is more about understanding what is important to those you hope to serve and creating a brand that feels like it is delivering on that focus.

What do your customers and prospects care about? Does your brand somehow address it? Could you reorient your brand to do that? We have to be careful here. If you aren't genuine and authentic in the effort, It can feel like you're pandering. Or worse, trying to manipulate them.

Find the honest ways your brand can connect with what's important to those you hope to serve. That takes empathy. Empathy that can create deeper connections with all those who engage with your brand.

2. Brands with purpose create belonging

Great purpose-driven brands create powerful emotional ties with customers and prospects. This is done by creating a sense of belonging for all those you hope to serve.

A very basic step in doing this is to help people feel like you share common values. If you haven't revisited your brand's values in a while, this would be a good time to do so. Then look for ways you can communicate and demonstrate those values. People will start to see how they align with what you believe.

If you're ready to go a step further, then look at ways that you can help those you hope to serve feel like they are part of something larger than themselves. Having your customers and prospects align with your values is great. But nothing is more powerful than helping them feel like they are contributing to making a difference in the world.

Companies like Toms Shoes and Warby Parker became known for giving their customers the opportunity to participate in making a difference with their buy one/give one models. These models aimed at making sure those in need could have shoes or eyeglasses.

Giving those you hope to serve the opportunity to feel this way is like inviting them into a tribe. A tribe with others who feel and believe the way they do. A tribe where they feel the belonging.

Can you heighten your brand's empathy? Can your brand build belonging? These are the things that purpose-driven brands do. And do well. They are also things your brand can do.