Every top brand has something almost magically unique. They break the rules of ordinary and up the game when it comes to style, culture, service, product, or functionality. Some competitive brands are a complete contrast providing similar functionality but vastly different personalities, like Apple and Windows. 

An important question every business must answer is to define a purpose other than the primary purpose of making money. It can be specific to your business’s industry or be broader to include future activities grounded in humanity.  The Wall Street Journal found that “Almost 60% of Americans said last year that they would “choose, switch, avoid or boycott a brand based on its stand on societal issues,” compared to just 47% in 2017. Communicating business purpose to clients and consumers is key for business health.

Two great examples of purpose include Timberland and Hershey’s. The urban streetwear and shoe company Timberland’s current purpose is to reforest 50 million trees in the next five years. The worldwide chocolate company, Hershey, has a history of purpose to support youth initiatives, including the Heartwarming Project Action Grants program that funds micro-grants for youth to initiate local acts of kindness. 

A brand purpose can have a major impact on how your brand is viewed in the market—and, ultimately, can be the driving force behind your success.