BRAND DEVELOPMENTBRANDINGDESIGNMARKETING
If your brand were a person, what would drive them to get out of bed in the morning?
That’s not a philosophical riddle—it’s the starting point of your brand’s purpose.
Welcome to Part 2 of our Essence of a Brand series. In the first post, we laid out why branding matters more than most entrepreneurs give it credit for. This time let’s go deeper. We’re digging into the core—the very DNA—of a brand that resonates: purpose and values.
So… Why Start Here?
Think about it: tactics without purpose are like fireworks with no matchstick—flashy ideas that never ignite. After all, your brand’s purpose is the why behind everything you do, while your values are the how you do it. Together, they guide decisions, shape culture, and attract the kind of customers (and team members) who say, “Yes, this is for me!”
Without this clarity, branding becomes a guessing game. But with it, your business shifts from chasing attention to naturally drawing people in.
What Is Brand Purpose?
So, what exactly is brand purpose? At its heart, it’s your company’s reason for existing beyond profit. It’s the impact you want to have on the world—or at least your corner of it. You could even say it’s your mission statement with soul.
Consider these examples:
- Google: organize the world’s information and make it universally accessible and useful.
- Tesla: To accelerate the world’s transition to sustainable energy.
- Nike: To bring inspiration and innovation to every athlete in the world
- Expona (if we may be bold): To help brands show up at their full potential and leave an amplified impression.
“Brand purpose is your company’s reason for existing beyond profit. It’s the impact you want to have on the world.”
Notice something? Each purpose goes beyond products or profit—it’s about a bigger vision. As the saying goes, “People don’t care what you know until they know you care.” And in branding, that principle applies everywhere. You don’t have to save the whales (unless you want to). But you do need a reason to care—and a reason for others to care too.
What About Brand Values?
If purpose answers why you exist, then values explain how you live it out. They’re the behavioral compass that keeps your brand consistent—inside your team and out in the world.
When values are clearly defined and genuinely lived, they bring integrity to every interaction—your sales pitch, your customer service, even the way your team runs meetings.
Put simply, values are your brand’s “rules of engagement.” Some examples: Honesty over hype Creativity with purpose Progress, not perfection People first, always. The key? Make them actionable, not aspirational. If “excellence” is a value, how does that show up in your day-to-day?
“Values are your brand’s behavioral compass. They’re the core beliefs that guide how you operate internally and externally.”
Why Purpose & Values Matter in Branding
At this point, you might be wondering: why go to all this effort? Because when you get purpose and values right, they unlock four powerful things:
- Alignment: Every decision—from your messaging to your hiring—becomes easier.
- Differentiation: While others compete on features, you stand out by standing for something.
- Emotional connection: Customers want to buy from brands that share their worldview.
- Trust: Consistent values build confidence, especially in a noisy market.
As Simon Sinek famously said, “People don’t buy what you do; they buy why you do it.”
A Quick Exercise: The Purpose & Values Prompt
So, how do you uncover yours? Start small.
Step 1: Ask “Why?”
- Why did I start this business—really? (To make lots of cash doesn’t count as a solid reason)
- Why does it matter to the people I serve?
Keep asking “why” until you can’t anymore. That’s where purpose lives.
Step 2: Identify Key Beliefs
- What behaviors do I want my team to embody?
- What principles do I never compromise on?
- What values would I fire someone over?
From there, narrow down to 3–5 non-negotiable values. Then describe what they look like in action.they look like in action.
Purpose & Values ≠ Website Filler
Here’s a common pitfall: many businesses craft pretty statements, paste them on their “About” page, and never look at them again. But the brands that stand out don’t just say it—they live it.
- And customers can feel the difference.
- Purpose shows up in their marketing.
- Values show up in their service.
“Your purpose is your brand’s North Star. Your values are how you sail.” — Edward Chege.
TL;DR
- Purpose is why you exist beyond making money.
- Values are how you show up in the world.
- Together, they form your brand’s DNA and set the tone for everything else.
- Get this right, and your brand becomes more than a business—it becomes a belief system.
Homework:
Ready to put this into action? Write down your answers to these two questions:
- Why does your business exist (beyond profit)?
- What 3–5 values drive every decision you make?
And if you’d like a clarity boost—or just a sounding board—slide into our inbox. We don’t bite. We brand.
Coming Up Next…
In Post 3, we’ll explore how to give your brand a voice and personality that’s unmistakably yours (and nothing like your competitor’s LinkedIn post).
Is your brand saying what you want it to say?
Take our 2-minute Brand Identity Quiz to uncover how clear, cohesive, and compelling your brand really is — and where it could shine brighter.
About the Author
Edward Chege is a Brand Identity Consultant passionate about helping businesses create authentic, impactful brand identities that resonate. With expertise in strategy, design, and storytelling, Edward helps brands unlock their full potential and stand out in competitive markets.
Want help developing your brand identity? Email me or connect on LinkedIn.
