This aspect of the Brand Identity Prism addresses the question, “Why does the brand exist?” It describes:
- Larger goal or cause the brand aspires to serve
- Ambition, what the brand wants to improve in peoples’ lives
Noble purpose is not necessarily reflected in the organization’s mission statement. It needs to be specific to the brand. It offers a reason for customers to engage with the brand that extends beyond functional benefits, and articulates the reason employees to come to work.
According CMO, Marc Pritchard, “Procter & Gamble expects each brand to define how it uniquely touches and improves the lives of the people that it serves.” He says the purpose of the Old Spice brand (and Isaiah Mustafa) is to “help guys navigate the seas of manhood.”