Use this one simple word to explain the concept of brand purpose.

Thrust is defined in two ways. The less frequently used definition is:

a principal purpose, theme, or essence

It might be used like this — “The thrust of my manifesto is that every brand has the power to make a difference in the world.”

The more common definition of the word is:

something that propels you forward or to higher heights.

There is something particularly interesting about one word that can have two such dramatic meanings. I have found that it is the perfect word to define what it is that makes a brand truly exceptional.

What is the thrust of your brand?

Every great brand knows how to answer this. As the definition says, it is the principal purpose that the brand embraces. To dive in a little deeper, it is the difference your brand can make in a life, a community, or even the world. I also call this your Big Audacious Meaning.

The thrust of your brand is what makes you irresistible to those you hope to serve. When all else is equal, we will choose to engage with brands that are doing some good in the world. It helps us feel like we are part of spreading the good.