What is the purpose of brand purpose?
As a design agency approaching a new client brief, our first challenge is to get to grips with (or in some cases define) the company’s brand purpose, because this should be at the heart of any communication.
But what is brand purpose?
Simply put, it’s the reason your brand exists – not just what you do, i.e. sell a product, but something you can offer consumers that no one else can.
Most brands offer something very similar to other companies in the same sector, but...