In its essence, your company’s purpose is the ‘why’ behind it. It’s the reason your business exists, and allows your stakeholders to know precisely what you bring to the table. Indeed, a company’s purpose is now widely believed to be the secret to its success, though many struggle to both find their purpose and communicate it clearly and effectively. We look at the top 3 rules for identifying your purpose, and how to make it clear to the rest of the world. 

1.    Don’t use a purpose you don’t already have

It is more than likely that your company began with a single purpose; after all, when creating a company, the question is always ‘what is the problem?’ and ‘how can I solve it?’ That’s your purpose. Over the course of setting up your company, however, sometimes you can lose sight of your original purpose, or you seek out another that you believe to be more impactful of inspiring; in other words, many entrepreneurs look towards identifying a purpose that they believe they should have, rather than their actual purpose. This leads to many companies misrepresenting the actual nature of its business. They will often claim to stand for a certain cause that doesn’t quite line up with what it is they do. One example of a misguided purpose is WeWork – the office subletting company – which identified its purpose as ‘to elevate the world’s consciousness.’ In reality, not many businesses have a higher purpose to which they can authentically lay claim. Simply put; not all companies can save the world. This is why it’s important to identify a purpose that is meaningful and motivating to your company’s particular business, and that employees, investors, journalists and all other stakeholders can believe in and be inspired by. 

2.    Focus on your culture

When companies focus too much on defining a purpose that is seen as ‘good’ and ‘aspirational,’ they often lose sight of the people who actively work towards that purpose every day. Employees who fully understand your company’s purpose are more likely to be engaged and more satisfied, and that makes for a business that is run successfully. It is therefore worth framing your purpose around your company culture, and its thoughtful, disciplined and ethical operations. This way of identifying purpose is both pragmatic and genuine, and offers a blueprint to guide the attitudes and behaviors of all your company’s associates. Indeed, framing your purpose according to your company culture is a powerful tool for attracting a talented, engaged workforce – a key business driver. A focus on culture can take on a number of forms, all of which can be used to establish a sense of community and belonging among partners and employees. For instance, if you choose your purpose to revolve around cultural consistency, you would adhere to a specific credo and code of business. A cultural fit would emphasize a certain aspect of your company culture that you wish to attract, while cultural diversity would focus on inclusivity and a celebration of what makes each employee unique. 

3.    Look beyond the marketing team 

Many companies often end up delegating their search for purpose to the marketing team, in the belief that they are best equipped to articulate the company’s corporate purpose. However, it’s important to take into account the objective of a marketing team: to generate demand for the company’s products and services. This may result in defining purpose as a way to appeal to consumer preferences, and the end result may not be quite what the company embodies. Rather, a purpose should be the foundation for your company’s vision and mission, and it is arguably one of the most important parts of setting up your business. Of course, that’s not to say that your purpose can’t be used to create an inspirational, successful marketing campaign. One such example is Dove’s ‘Real Beauty’ campaign, which used regular women as models. This campaign aligned with the purpose of Unilever, Dove’s parent company: ‘making sustainable living commonplace,’ by investing and improving the lives of its customers and the communities in which it operates.  

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