Purpose can sound fluffy or fake — another corporate buzzword stripped of real meaning. But done right, it’s your most valuable business asset.

When it’s the heartbeat of your business, it differentiates your brand, builds deep emotional connections with customers, and drives long-term growth.

In a world where consumers are more skeptical than ever and can uncover the truth about your business in seconds, you can’t half-do a brand purpose. If it’s just words on your website with nothing to back it up, you’re not only wasting its potential — you’re risking a public call-out.

That’s the challenge many brands face: purpose can’t just live in a strategy deck. It must be the soul of your brand, guiding decisions, anchoring you in turbulent times, and propelling you to lead your industry toward a better future.

In this article, we’ll explore three ways to bring your purpose from paper to action - and turn it into real, measurable impact.

1.  Purpose as Your North Star

A purpose-led brand exists to solve one of the world’s biggest challenges - both profitably and sustainably.

Your purpose should be your North Star 🌟: the guiding light for every decision, innovation, campaign, and partnership. It’s what keeps you focused in an increasingly volatile market.

And here’s the key: purpose is not only about what your brand does - it’s about the action you inspire in others. Make your customers the hero of the story! Find out what they care about, why it matters to them, and then create ways for them to contribute directly to your purpose.

Who Gives A Crap’s purpose is to“Improve global sanitation.”
They’ve reframed a boring, every day purchase into a way for consumers to literally change lives with their bathroom habits. It’s not just about buying toilet paper, it’s about flushing away inequality. Founded in 2012 after the founders learned that 2.4 billion people worldwide didn’t have access to a toilet, the first production run was crowdfunded by sitting on a toilet for 50 hours until they hit their funding target! Fifty percent of profits fund clean water and sanitation projects. And again, no glossy ads: their growth has come through cheeky storytelling, humour, and community love. Their packaging is Instagrammable, their tone makes people smile, and their brand feels like a movement, not just a product. 

Veja’s purpose is to “Make sneakers differently, with positive impact at every stage.”
Veja reimagines every part of the sneaker supply chain - from Brazil, where the rubber for the sneakers is collected responsibly by rubber gatherers in the Amazon rainforest, who bleed the trees to help them regenerate, to the town of Corbeil-Essonnes, Paris, where orders are distributed with Log’ins, a logistics provider that employs vulnerable and differently-abled individuals with the goal of helping them find and pursue their passion afterwards. Veja shares sourcing details openly and invests zero in media, enabling customers to buy in line with their values and be part of a bigger movement for ethical fashion.

2.  Purpose as Your Anchor

In a volatile world, brands are constantly faced with the decision: do we speak up, take action, or stay silent?

In turbulent times, your purpose is your anchor ⚓ - it keeps you grounded in what matters most and stops you from reacting impulsively or inauthentically to every world event. When a crisis hits, it helps you decide: is this our fight to take on, and if so, how do we respond in a way that’s aligned with our values?

Airbnb’s purpose is to “Create a world where anyone can belong anywhere.”
When wildfires forced mass evacuations in California, Airbnb activated its “Open Homes” program, offering free temporary housing for displaced residents and relief workers. By using its platform to connect people in crisis with safe shelter, Airbnb demonstrated its purpose in action - delivering immediate, meaningful impact in line with its mission.

IKEA’s purpose is to “Create a better everyday life for the many people.”
When the war in Ukraine broke out, IKEA quickly mobilised a €30 million fund for humanitarian support, delivered in-kind donations of essential items like beds and toys, and even made company-owned accommodations available to those affected. Every action reflected their long-standing commitment to improving daily life, even in extraordinary circumstances.

3.  Purpose as Your Propeller

If your North Star guides you and your anchor grounds you, your purpose can also be your propeller ⛵— driving you to lead your industry forward.

Ask yourself: What frustrates me most about my industry? What change does my brand exist to make?

When you act with courage and creativity, you can shift not just your own impact, but the impact of your entire industry.

Bold Bean’s purpose is to “Make you obsessed with beans, to help you eat more plants.”
But Bold Bean is doing more than reinventing beans as a premium, obsessive ingredient - they’re linking every jar to a bigger climate solution. By sourcing beans from farms using regenerative methods, they’re helping restore soil health, reduce fertiliser use, and lower agricultural emissions. This approach reframes plant-based eating not just as a personal choice, but as a tangible way to heal the planet. In doing so, Bold Bean is shifting perceptions of both beans and regenerative farming, proving that everyday food choices can drive systemic change.

Fairphone’s purpose is to“Change the electronics industry from the inside.”
Fairphone is building smartphones designed to last with modular parts that are easy to repair, using ethically sourced materials and fair labour practices. They’re proving that technology doesn’t have to come at the expense of people or the planet, and they’re inspiring competitors and consumers alike to expect more from their devices. By challenging the disposable tech norm, they’re propelling the entire industry to move toward greater sustainability.

The Recap

Your purpose has the potential to transform your business. Once you’re clear on what your purpose is, it can guide your brand in three powerful ways:

1. 🌟 Your North Star:Your purpose guides your actions and inspires others to follow you.
2. ⚓ Your Anchor:Your purpose keeps you grounded in turbulent times.
3. ⛵Your Propeller:Your purpose enables you to lead your entire industry forward.

Purpose-led brands don’t just communicate impact - they drive it. They turn customers into co-creators of change and build brands that are both profitable and sustainable.

The question is: will yours?

Whenever you’re ready to activate your brand purpose to drive real change, here’s how I can support you:

🔍 1:1 Strategy Sessions: One-to-one coaching for founders and leaders who want to build brands that deliver both profit and positive impact.
🚀 Brand Workshops: Interactive sessions to refine your purpose, sharpen your positioning, and craft a story that inspires action.
🌱 Brand Building Training: Training to uplevel your team’s expertise and mindset to build a brand that delivers both profit and positive impact.

📩 Email me at [email protected] or connect with me on LinkedIn to start the conversation.