In today’s competitive landscape, a brand isn’t just a logo or colour palette, it’s a purpose-driven narrative that helps organisations stand for something meaningful, connect emotionally with their audience, and grow with intention. But what exactly is brand purpose, how do you define it, and why should you care?
Below, we break down these questions and show how we helped Grypp, a visual customer engagement platform, harness a strong brand purpose to elevate its identity, communication, and market impact.
What is a brand purpose?
Put simply, a brand purpose is the reason (beyond profit) that your organisation exists. It answers the question: “Why do we matter?” or “Why should anyone care?” It’s not a tagline or marketing jargon, it’s a guiding principle that influences strategy, decision-making, culture, and customer relationships.
Unlike a mission (what you do) or a vision (where you want to go), brand purpose explains why your business exists in the first place and reflects the change you want to create in the world or the problem you’re uniquely positioned to solve.
Why your brand purpose should matter
It should differentiate your brand
With so many companies offering similar products or services, purpose gives you a meaningful point of distinction. Consumers and partners remember why you do what you do, not just what you do.
It'll deepen customer loyalty
People don’t just buy products, they buy into beliefs and values. When your purpose resonates with your audience, customers stick around longer and advocate for your brand.
I'll create alignment internally
A shared purpose gives employees a sense of direction and meaning, which can boost engagement, retention, and collaboration.
It guide better decision-making
With purpose as your compass, every strategic choice - from partnerships to product features becomes clearer and more consistent with your identity.
How to define your brand purpose
Defining your brand purpose isn’t a creative brainstorm with buzzwords, it’s a strategic process. Key steps include:
- Explore your “why” Ask foundational questions: Why did we start this business? What impact do we want to have? What problem are we uniquely placed to solve?
- Listen to your audience Understand customers’ values and pain points — purpose resonates most when rooted in a shared human need.
- Align with core values Make sure your purpose reflects what you already believe in as a business, not just what sounds good externally.
- Make it actionable A great brand purpose isn’t abstract — it should inform real decisions, language, and experiences across your organisation.
- Communicate it clearly Once defined, share your purpose internally and externally in simple, authentic language — and show it through actions, not just slogans.
Brand purpose in action: The Grypp case study
When we worked with Grypp we noticed very early in our engagement that they had a truly unique proposition that truly answered the pain points of customers, we just needed to bring this to life.
The challenge
Grypp had a powerful technology that transformed contact centre interactions with real-time visual engagement — but it lacked a unifying brand narrative. In other words, it didn’t yet have a purpose that clearly communicated why the brand mattered.
Crafting the purpose
Through strategic collaboration, we identified a core insight: Grypp’s technology doesn’t just solve problems — it brings people together by making conversations clearer and more human. This became the foundation of Grypp’s brand purpose.
The phrase “Unite through Sight” emerged as a simple yet powerful articulation of that purpose which captures how Grypp enables teams to see the conversation together, share understanding, and solve problems collaboratively.
This purpose didn’t just become a slogan it shaped the entire brand strategy, messaging, and identity.
Strategic impact
By anchoring Grypp’s brand in this clear purpose, the work helped to:
- Create a compelling narrative that made complex technology instantly understandable and meaningful.
- Sharpen market positioning and differentiation.
- Inform visual identity and communications that behave like the technology itself- visual, precise, and purposeful.
- Build a scalable foundation for growth beyond logo design.
Ultimately, Grypp gained not just a brand identity — but a brand purpose that connects emotionally with audiences and guides strategic decisions.
Defining a strong brand purpose transforms your brand from a functional offering to a meaningful presence in the lives of customers and stakeholders.
And when purpose is realised through design, narrative, and experience, like it was with Grypp, it becomes the foundation of a brand that doesn’t just exist, but matters.
If you would like to re-discover your brand purpose and bring it to life lets have a chat.