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Life is better with a purpose. When we know what we're here to be and do, our lives are fuller. It's the same with businesses and organisations. There's no question that generating revenue is super-important, but without a purpose the risk of failure is much higher. Your purpose is the fundamental 'why?' your brand exists. Your vision (what you want to achieve) is driven by your purpose (why you want to achieve it).
Understand why having a purpose is such a powerful element in your brand toolkit.
Define your brand's essence that makes it relevant and necessary, and craft a purpose statement.
Select the type of purpose that best suits your context.
Capture how to best embed your purpose within your organisation or personal brand to achieve higher performance and more impact.