How to Find Your Brand Purpose

Written By Tanya Naylor

Finding your brand purpose is about more than just picking a tagline or mission statement. It’s about understanding why your brand exists and what unique impact you’re here to make. Without a clear purpose, a brand can easily become directionless, disconnected, and ultimately forgettable.

If you’ve ever felt like your brand doesn’t quite align with your values or if you’re unsure why clients aren’t connecting on a deeper level, chances are, it’s because you’re missing that core purpose. A lack of purpose often leads to scattered messaging, making it hard for clients to see why they should choose you over anyone else.

To find your brand purpose, start by asking yourself: What impact do I want my business to have? Who am I here to help? And why do I care? These answers will guide you to a purpose that’s rooted in your values, not just what’s trendy. When you lead with purpose, everything else falls into place—your messaging becomes clearer, your clients connect more deeply, and your brand feels authentic, powerful, and driven. With a purpose, your brand isn’t just another business; it’s a mission that clients can believe in and rally behind.

Tanya Naylor
Tanya has a long history in the arts, one of her first jobs was that of a prominent Sandwich Artiste. Amazingly, she has managed to excel far beyond bread to a highly regarded graphic designer in the Midwest. After receiving her degree on the west coast, various design positions and freelance work, Ms. Naylor is a thoroughly modern design pro with bonus, old school pen-&-paper skills. Tanya has been a Designer for Sussner Design Co located in Minneapolis for 3+ years all the while doing freelance on the side. With an eye for detail and a natural flare for typography, Tanya has established her place in the creative field and isn't letting go.
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