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Six ways of building your purpose brand
- Branders Magazine
- Jul 24, 2019
- 1 min read
The case for brands defined by a purpose beyond the owner’s pockets is obvious to some, criticized by others. The link between belief systems of organizations and the developments in terms of financial performance is hard to make, but some studies prove the connection between companies that have a well-defined purpose and a high rate of growth, earnings, human performance, ability of innovation and more. Others are pointing to the fact that younger generations are demanding goods and services from brands who serve society and the planet. And guess who the next generation of leaders want to work for? Brands who are focused on making a positive impact while creating better business.
Lots of managers still question a company purpose as a primary factor to set a direction and answer most questions in a business. Will that really pay off? As the former CEO of Italian motorcycle brand Ducati, Federico Minoli, once said to me: “If the Catholics considered building a church, nobody asked for a business plan. They believed it was the right thing to do and started building”. Of course brand leadership today is so much more than belief and very different from religious leadership centuries ago, but in organizations that are still primarily driven by the ideal of rationalism it’s worth thinking about the accomplishments made because people believed in a common purpose.
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By Nikolaj Stagis,
CEO, Stagis Brand Consultants. Strategy and brand consultant and author. Transforming brands for 22 years in his Copenhagen-based consultancy Stagis, he helps organisations define authentic identity and build brands with a purpose.
Organizations guided by a purpose beyond profit often achieve stronger performance, deeper trust, and greater long-term impact, as people increasingly seek brands that serve society with meaning and integrity. Sunset Hospice Inc a clear mission rooted in compassion and responsibility can guide every decision and strengthen both human connection and operational excellence.
The argument for brands built on a purpose beyond profit is clear to many yet still debated in business circles. While it can be difficult to draw a direct line between organizational belief systems and financial outcomes, perfect cpu gpu pairing numerous studies show that companies with a strong, well-defined purpose tend to achieve higher growth, stronger earnings, better human performance, and greater innovation
The value of building a brand anchored in a deeper purpose—one that extends beyond profit is widely recognized, yet still debated in many boardrooms. Smart Square HMH While skeptics question the financial payoff of purpose-driven leadership, research increasingly reveals meaningful connections between a clear organizational purpose and improved business outcomes.
Today’s most successful brands aren’t just selling products—they’re driven by a purpose that goes beyond profit. Research shows that companies with a clear mission often experience stronger growth, higher innovation, and more committed teams, especially as younger generations expect brands to support society and the planet
Brands built on purpose often achieve stronger growth and deeper innovation than those focused only on profit, largely because younger generations now prefer products and workplaces that contribute positively to society. The same principle applies to technology tools like OrcaSlicer which succeed because they are built around a clear mission, user-focused values, and a genuine intention to improve the 3D printing experience. When people unite around a meaningful purpose—whether in a company or a community—they create better results, stronger performance, and more sustainable success.