Brand First: Building Your Brand with Purpose
Is your company’s leadership recognizing that the logo is outdated and everything needs a refreshed look? Is it ready to rebrand? Before you overhaul the company’s identity, don’t just “re-logo” your brand. Brand first with purpose.
What does purpose have to do with getting a new logo?
In a marketplace where a growing body of research shows that companies with a clear and motivating purpose can serve as key differentiators from competitors, it is essential to identify your company’s reason for existence.
The cool thing is that it often serves as a springboard for creating your company’s identity and marketing initiatives. It is the foundation of your culture code.
What’s in a purpose?
Some call it a mission, others call it a purpose. Your mission is what you do to fulfill your purpose.
Dove Soap is a classic example of building a motivating purpose, mission, and vision around a product brand.
Dove sells soap products.
Their vision is to redefine beauty.
The company’s purpose is to inspire every woman to see her beauty in who she is.
The company’s mission is to ensure that the next generation grows up enjoying a positive relationship with the way they look.
Dove will see their vision reached as they carry out their mission and fulfill their purpose in how they make, market, and sell their products.
This is carried out in several ways through the Dove Self-esteem Project (which they term as their “mission in action”) and the Dove Real Beauty Pledge in all of their marketing.
Brand First—Because Meaning Must Come Before Marketing
Your leadership team knows it: the logo feels outdated.
The visuals feel tired.
Everything needs a refreshed look.
But before you rush into a rebrand, here’s a warning:
Don’t just “re-logo” your company. Brand first—with purpose.
What Does Purpose Have to Do with a New Logo?
In today’s market, purpose isn’t a soft idea—it’s a key differentiator.
A growing body of research shows that companies with a clear and motivating purpose outperform their competitors in every measurable way: brand loyalty, market share, even internal culture.
Purpose isn’t just what you sell—it’s why you exist.
And when you start with purpose, it becomes the foundation for your brand:
- Your brand identity
- Your marketing initiatives
- Your company culture
Your brand purpose is the heartbeat behind your visual identity—the part that makes customers and employees care.
What’s in a Brand’s Purpose?
Some call it a mission. But at its core, the purpose is why you get out of bed every morning—and why anyone should care.
Example:
Dove sells soap products. Boring, yes? But look what they’ve done with the brand’s purpose, mission, & vision! Their vision is to redefine beauty. Their purpose is to inspire every woman to see her beauty in who she is. Their mission is to ensure that the next generation grows up enjoying a positive relationship with the way they look.
Dove’s powerful brand purpose has fueled decades of iconic campaigns like the Dove Real Beauty Pledge and the Dove Self-Esteem Project, creating not just customers but brand advocates.
They aren’t just selling soap. They’re inspiring a movement.
Disneyland’s Purpose: Create Happiness
Van Arsdale France, founder of the “University of Disneyland” in 1955, captured Walt Disney’s dream in a single, inspiring statement:
“The purpose of Disneyland is to create happiness for others.”
No matter what role employees filled, from parking cars and sweeping sidewalks to working the graveyard shift, they could buy into the promise that their every action pointed back to creating happiness for others.
That simple, powerful purpose created one of the most beloved and enduring brands in history.
But, What If You Already Have a Purpose?
That’s great! But before you move ahead with a new logo or visual refresh, ask yourself:
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Is our purpose inspiring and memorable?
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Will it remain constant, even if our industry changes?
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Does it motivate our team on tough days?
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Can every employee clearly articulate it?
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Would our customers feel it in every interaction?
If you’re unsure, it may be time to dig deeper.
True Purpose Is Already in Your DNA
Here’s the exciting part:
When you take the time to discover your true purpose, you’ll often find it’s been there from the start—embedded in the very beginnings of your company.
It’s authentic. It’s timeless.
And it’s the solid ground you can confidently build your brand on.
The Risk of Skipping Past Your Purpose
We’ve seen what happens when companies lose sight of their purpose:
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Kodak, which clung to film sales instead of embracing its broader mission to “capture memories,” ultimately missed the disruption in digital photography that it had invented.
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Yahoo!, which focused on trapping users on their platform while Google focused on empowering users to find what they needed, reshaped the entire internet landscape.
When companies forget their purpose, they drift into irrelevance. When companies brand first, they build brands that last. (Read more on the Yahoo! story here.)
Knowing Your Company’s Purpose is Why We “Brand First”
Before we touch design or launch marketing tactics, we uncover the heart of who you are. We Brand First.
Your purpose is the foundation of everything your company does. It aligns with your values, mission, and vision.
If you skip substance, your brand will feel hollow.
When you brand first, with clarity and meaning, everything you build will resonate, from the inside out.
As we shared in our latest blog, Rebranding Without a Brand Strategy? Don’t Even. Sustainable growth demands more than a new look.
It requires a clear and inspiring brand strategy rooted in your purpose.
Before You Redesign Anything, Ask Yourself:
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Have we defined our purpose clearly and authentically?
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Can we articulate our mission and vision with passion and focus?
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Are our teams aligned and motivated around a bigger “why”?
If not, start there.
Because a great logo can catch attention, but a powerful brand purpose will capture hearts.
Ready to Start with Purpose?
Before selecting a design firm or creating logo concepts, ensure you’re getting the right fit.
Download our free RightFIT Checklist to ask the smart questions that will save you time—and set you on a path from purpose to profit.
If you’d like to learn more about how creating your Brand Blueprint can guide your next steps, contact us today. Brand First!
