5 misconceptions about bringing purpose into your branding

When all else is even, people will choose a brand that helps them feel like they are doing more than just purchasing goods or services. A brand that helps them feel like they are part of making a difference. This is why visionary organizations have gone to great lengths to clarify, embrace, and share a relevant and meaningful purpose with those they hope to serve.

But as widespread as brand purpose has become, there are still some misconceptions about it that continue to hold some organizations back from realizing what their purpose could do for them. Here is a look at 5 common misconceptions.

Misconception 1. Purpose is only about philanthropy

It’s a common misconception that integrating purpose into your branding primarily involves philanthropic efforts, such as donating to charities or participating in community initiatives. While supporting causes is essential, purpose isn’t necessarily about charity every time. Sometimes it’s simply about the difference your brand can make in an individual life.

Purpose is about understanding this difference you can make. Some call it finding your “why”. Once you have gone through that journey, you can begin to look for ways that your organization’s expertise and capabilities can help amplify the…