{"id":3859,"date":"2026-04-17T10:00:36","date_gmt":"2026-04-17T10:00:36","guid":{"rendered":"https:\/\/harrisonbrands.com\/truth\/?page_id=3859"},"modified":"2026-05-21T11:31:38","modified_gmt":"2026-05-21T11:31:38","slug":"why-brand-purpose-is-an-essential-part-of-any-brand","status":"publish","type":"page","link":"https:\/\/harrisonbrands.com\/truth\/why-brand-purpose-is-an-essential-part-of-any-brand\/","title":{"rendered":"Why brand purpose matters"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"3859\" class=\"elementor elementor-3859\" data-elementor-post-type=\"page\">\n\t\t\t\t<div class=\"elementor-element elementor-element-58f47437 e-con-full e-flex e-con e-parent\" data-id=\"58f47437\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3fb454f9 elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"3fb454f9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Why brand purpose matters<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-692cf341 e-con-full e-flex e-con e-parent\" data-id=\"692cf341\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-7d7ce65a e-con-full e-flex e-con e-child\" data-id=\"7d7ce65a\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;sticky&quot;:&quot;top&quot;,&quot;sticky_on&quot;:[&quot;desktop&quot;],&quot;sticky_offset&quot;:20,&quot;sticky_parent&quot;:&quot;yes&quot;,&quot;sticky_effects_offset&quot;:0,&quot;sticky_anchor_link_offset&quot;:0}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-168555a elementor-widget elementor-widget-button\" data-id=\"168555a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/harrisonbrands.com\/truth\/?taxonomy=elementor_library_type&#038;term=single-post\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-long-arrow-alt-left\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M134.059 296H436c6.627 0 12-5.373 12-12v-56c0-6.627-5.373-12-12-12H134.059v-46.059c0-21.382-25.851-32.09-40.971-16.971L7.029 239.029c-9.373 9.373-9.373 24.569 0 33.941l86.059 86.059c15.119 15.119 40.971 4.411 40.971-16.971V296z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Back to all insights<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-341f1384 elementor-widget elementor-widget-post-info\" data-id=\"341f1384\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-931a64d elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-custom\">\n\t\t\t\t\t\t\t\t\t\tMay 31, 2022\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ae6b963 elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"ae6b963\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Why brand purpose matters<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7862f2aa e-con-full e-flex e-con e-child\" data-id=\"7862f2aa\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-56a91c21 elementor-widget elementor-widget-heading\" data-id=\"56a91c21\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What is Brand Purpose?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7056a32a elementor-widget elementor-widget-text-editor\" data-id=\"7056a32a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>A brand purpose is essentially a brand\u2019s reason for being. It also emphasizes the difference a brand is making to people and planet. It goes far beyond the need to make money, it is the authentic beliefs behind a brand and reveals the \u2018why?\u2019 a company or organisation really exists in the first place. \u00a0<\/p><p>There is no quick fix, this is no advertising or marketing campaign, it is the very foundation stone from which to build a brand. It informs everything from governance and operations, to it\u2019s impact on the planet and society.\u00a0<\/p><p>Behind a brand purpose lies the very truth behind it\u2019s existence. A brand\u2019s purpose defines the role of the brand in society. Done authentically, it will reflect a brand\u2019s belief system, the essence behind the brand.\u00a0<\/p><p>A brand purpose connects with consumers on a more emotional level. \u00a0\u00a0<\/p><p>A good example a brand with a strong purpose is Dove; \u201cTo help women everywhere develop a positive relationship with the way they look, helping them realise their full potential.\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-200b213d elementor-widget elementor-widget-heading\" data-id=\"200b213d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Why is a Brand Purpose essential?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4263b789 elementor-widget elementor-widget-text-editor\" data-id=\"4263b789\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Customer needs are evolving, they are increasingly aligning with brands that have a clearer contribution to society and our planet. \u00a0What a brand stands for informs decisions on why anyone should wish to; invest in, work for, engage with or to buy from any brand. It goes beyond profit.\u00a0<\/p><p>As economist John Kay wrote: \u2018profit is no more the purpose of business than breathing is the purpose of living\u2026 we must breathe to live, but breathing is not the purpose of life.\u2019\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5bb7aadf elementor-widget elementor-widget-heading\" data-id=\"5bb7aadf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How to embed Purpose into a Brand<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7022d26e elementor-widget elementor-widget-text-editor\" data-id=\"7022d26e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>To have a written purpose is not enough. A brand purpose informs every aspect of the way a brand interacts, both internally and externally to all its stakeholders. \u00a0<\/p><p>\u00a0As Anglian Water said \u201cOur Purpose is to bring environmental and social prosperity to the region we serve through our commitment to Love Every Drop.\u201d \u00a0<\/p><p>The only way Anglian Water can live up to this purpose is by engaging with it. It inspires goals for the business. Through measuring the environmental and social impact of their service, they will bring create powerful meaning for their purpose by bringing it to life. \u00a0<\/p><p>Purpose-driven brands are powerful because they stand for something. A strong brand purpose helps a business or organisation to define itself, to create a point of defferentiation and ultimately, to reveal the truth behind why that brand exists.\u00a0<\/p><p>Check out our approach for more info:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9738978 elementor-widget elementor-widget-button\" data-id=\"9738978\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-grow\" href=\"https:\/\/harrisonbrands.com\/truth\/approach\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Our Approach<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-213f78ca e-con-full e-flex e-con e-parent\" data-id=\"213f78ca\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3de5b401 elementor-share-buttons--view-icon elementor-share-buttons--skin-framed elementor-share-buttons--shape-circle elementor-share-buttons--color-custom elementor-grid-0 elementor-widget elementor-widget-share-buttons\" data-id=\"3de5b401\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"share-buttons.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-grid\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_linkedin\" role=\"button\" tabindex=\"0\" aria-label=\"Share on linkedin\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<svg class=\"e-font-icon-svg e-fab-linkedin\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 32H31.9C14.3 32 0 46.5 0 64.3v383.4C0 465.5 14.3 480 31.9 480H416c17.6 0 32-14.5 32-32.3V64.3c0-17.8-14.4-32.3-32-32.3zM135.4 416H69V202.2h66.5V416zm-33.2-243c-21.3 0-38.5-17.3-38.5-38.5S80.9 96 102.2 96c21.2 0 38.5 17.3 38.5 38.5 0 21.3-17.2 38.5-38.5 38.5zm282.1 243h-66.4V312c0-24.8-.5-56.7-34.5-56.7-34.6 0-39.9 27-39.9 54.9V416h-66.4V202.2h63.7v29.2h.9c8.9-16.8 30.6-34.5 62.9-34.5 67.2 0 79.7 44.3 79.7 101.9V416z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4c5f5afb elementor-post-navigation-borders-yes elementor-widget elementor-widget-post-navigation\" data-id=\"4c5f5afb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-navigation.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-post-navigation\" role=\"navigation\" aria-label=\"Post Navigation\">\n\t\t\t<div class=\"elementor-post-navigation__prev elementor-post-navigation__link\">\n\t\t\t\t<a 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href=\"https:\/\/harrisonbrands.com\/truth\/why-i-started-writing-a-book\/\" tabindex=\"-1\" >\n\t\t\t<div class=\"elementor-post__thumbnail\"><img fetchpriority=\"high\" decoding=\"async\" width=\"768\" height=\"512\" src=\"https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/05\/Pencil-768x512.webp\" class=\"attachment-medium_large size-medium_large wp-image-4360\" alt=\"\" \/><\/div>\n\t\t<\/a>\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/harrisonbrands.com\/truth\/why-i-started-writing-a-book\/\" >\n\t\t\t\tWhy I Started Writing a Book\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t<div class=\"elementor-post__meta-data\">\n\t\t\t\t\t<span class=\"elementor-post-date\">\n\t\t\tMay 21, 2026\t\t<\/span>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-post__excerpt\">\n\t\t\t<p>An Idea Develops For a long time, I had been thinking about truth. I had read a lot about it and to be honest, it<\/p>\n\t\t<\/div>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/harrisonbrands.com\/truth\/why-i-started-writing-a-book\/\" aria-label=\"Read more about Why I Started Writing a Book\" tabindex=\"-1\" >\n\t\t\tRead more &gt;\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-4350 post type-post status-publish format-standard has-post-thumbnail hentry category-insights\" role=\"listitem\">\n\t\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/harrisonbrands.com\/truth\/truth-the-only-currency-that-matters\/\" tabindex=\"-1\" >\n\t\t\t<div class=\"elementor-post__thumbnail\"><img decoding=\"async\" width=\"567\" height=\"193\" src=\"https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/05\/Truth.webp\" class=\"attachment-medium_large size-medium_large wp-image-4351\" alt=\"\" srcset=\"https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/05\/Truth.webp 567w, https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/05\/Truth-300x102.webp 300w\" sizes=\"(max-width: 567px) 100vw, 567px\" \/><\/div>\n\t\t<\/a>\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/harrisonbrands.com\/truth\/truth-the-only-currency-that-matters\/\" >\n\t\t\t\tTruth: The Only Currency That Matters\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t<div class=\"elementor-post__meta-data\">\n\t\t\t\t\t<span class=\"elementor-post-date\">\n\t\t\tMay 20, 2026\t\t<\/span>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-post__excerpt\">\n\t\t\t<p>A panel event where truth matters In mid May at the Conduit, I moderated a panel on Truth: the only currency that matters.&nbsp; Telling the<\/p>\n\t\t<\/div>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/harrisonbrands.com\/truth\/truth-the-only-currency-that-matters\/\" aria-label=\"Read more about Truth: The Only Currency That Matters\" tabindex=\"-1\" >\n\t\t\tRead more &gt;\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-4460 post type-post status-publish format-standard has-post-thumbnail hentry category-truth\" role=\"listitem\">\n\t\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/harrisonbrands.com\/truth\/the-shocking-truth-just-16-trust-advertising-executives\/\" tabindex=\"-1\" >\n\t\t\t<div class=\"elementor-post__thumbnail\"><img decoding=\"async\" width=\"500\" height=\"340\" src=\"https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/05\/claudio-schwarz-i9RvPMtQixg-unsplash.jpg\" class=\"attachment-medium_large size-medium_large wp-image-4377\" alt=\"\" srcset=\"https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/05\/claudio-schwarz-i9RvPMtQixg-unsplash.jpg 500w, https:\/\/harrisonbrands.com\/truth\/wp-content\/uploads\/sites\/12\/2026\/05\/claudio-schwarz-i9RvPMtQixg-unsplash-300x204.jpg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/div>\n\t\t<\/a>\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/harrisonbrands.com\/truth\/the-shocking-truth-just-16-trust-advertising-executives\/\" >\n\t\t\t\tThe shocking truth: just 16% trust advertising executives.\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t<div class=\"elementor-post__meta-data\">\n\t\t\t\t\t<span class=\"elementor-post-date\">\n\t\t\tMarch 13, 2026\t\t<\/span>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-post__excerpt\">\n\t\t\t<p>According to the Ipsos Veracity Index 2025, advertising executives and social media influencers ranks as some the most mistrusted professions. British people trust politicians, estate<\/p>\n\t\t<\/div>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/harrisonbrands.com\/truth\/the-shocking-truth-just-16-trust-advertising-executives\/\" aria-label=\"Read more about The shocking truth: just 16% trust advertising executives.\" tabindex=\"-1\" >\n\t\t\tRead more &gt;\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Back to all insights What is Brand Purpose? A brand purpose is essentially a brand\u2019s reason for being. It also emphasizes the difference a brand is making to people and planet. It goes far beyond the need to make money, it is the authentic beliefs behind a brand and reveals the \u2018why?\u2019 a company or [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4256,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"inline_featured_image":false,"footnotes":""},"class_list":["post-3859","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why brand purpose matters - Harrison Brands<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/harrisonbrands.com\/truth\/why-brand-purpose-is-an-essential-part-of-any-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why brand purpose matters - Harrison Brands\" \/>\n<meta property=\"og:description\" content=\"Back to all insights What is Brand Purpose? A brand purpose is essentially a brand\u2019s reason for being. It also emphasizes the difference a brand is making to people and planet. 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