Woolley Marketing: Is there a purpose to brand purpose?
In his regular column for Mumbrella, Trinity P3 founder and global CEO Darren Woolley ponders the P-word.
Perhaps it is the copywriter experience, but whenever I wonder about the appropriate use of a word, I look it up. And my purpose here was to give myself a foundation to address this question of “to brand purpose or not to brand purpose” by firstly defining the term itself.
The dictionary defines the noun as: purpose: the reason for which something is done or created or for which something exists.
I turned to the dictionary only after the great default reference platform – Google – failed me with 37,000 definitions of “brand purpose”, many of which appeared similar, but not the same. Plenty of these articles were very clear on what brand purpose isn’t. For instance, it is not brand promise, as this is what the customer can expect from the brand. But it was also not brand values, or brand vision, or brand positioning, or even brand mission. I guess defining what it is with what it is not is helpful.
