Is brand purpose a lie?

The trend for branding agencies has been to scream at the business world, "You need a brand purpose to be valuable."

In some cases, that may be true. In other cases, it's often the agencies that are forcing their cultural beliefs on clients. Savvy agencies use the underlying human condition that we all need a purpose to feel alive. But what they don't tell you is that purpose is not always directly connected to your business.

They tell you your organization should help the homeless, promote immigration, increase education, or fund non-profit causes. While all of those endeavors are noble, sometimes that's not what your business stands for.

You already have a brand purpose.

Business leaders, company owners, CEO's all have different reasons why they start or build companies. Sometimes it's financial freedom, passion, or more time with family. At the most basic level, your brand purpose is to provide jobs for your community, to make a product that people love or a service. Your purpose doesn't have to be about cultural causes; it's about staying in business so you can provide for the people that depend on you.

Next time an agency says you need your company needs purpose. Ask yourself, is that a core belief of our organization, or is it to make great products, offer fantastic service and make money?

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The Generous Agency is a Dallas Fort Worth branding and graphic design studio that helps companies implement a better brand experience impacting employees and customers. Sometimes we develop cool stuff. Reach out for a FREE Consultation.