Some brands adopt a purpose that addresses a global issue. We’ve heard the grandiose promises attached to the world-changing ambitions. Sometimes they can be hard to believe. 

It may seem noble to address something like global warming. Or hunger. Or any mega-issue. But many brands find it hard to make a believable connection between who they are and these large issues.

Does that exclude them from embracing a purpose? Absolutely not.

What is purpose?

Purpose is the driving force that gives a brand its identity. Its reason for existence. And its passion. It is also the North Star guiding the company's decisions and actions.

You’ll notice that nowhere in the description does it say that a brand's purpose has to be world-changing. Some of the most powerful brand purposes are those that simply look to impact the life of a single human.

Why and how brands can embrace a purpose

Brands have the unique capacity to forge intimate connections with their customers. By understanding their needs, desires, and struggles, brands can begin to understand the difference they can make in the life of a customer.

Once they have this understanding, they can begin to orient everything they do to fulfilling that purpose.

Consider a brand that manufactures stylish and durable eyeglasses that are affordable. It would be easy for them to position on the low price. But let’s say they really get to know those they hope to serve and they discover something life-changing. They discover that the affordability ensures that everybody has access to the reliable (and stylish) eyeglasses they need. Furthermore, they discover that this leads to improved self-esteem and confidence. And that self-esteem and confidence help those customers pursue new opportunities, both personally and professionally. 

Maybe they help a person break out of her shell. Maybe they help someone get a more rewarding job.

Now imagine this brand embracing this purpose. No longer are they simply a maker of affordable eyewear. They are a champion of helping people reach their potential.

It’s not world-changing, but it is life-changing. And that is a noble thing.

The ripple effect

An earnest purpose is irresistible. A person who experiences its effect will want to share it. There is something incredibly fulfilling about helping those around us feel the love we feel.

There is nothing more powerful than one person sharing their moving experience with another. It’s what every brand aspires to. Moreover, an interesting thing happens. You may have begun with the aim of making a difference in just one life with your purpose. But you will discover that difference ripples out to many lives, creating fans, believers, advocates, and even evangelists for your brand.

In a time dominated by grandiose promises and world-changing ambitions, it's easy to overlook the profound impact a simple brand purpose can have.