Creating a Brand for a New Business Guide to Creating a Brand for a New Business | Page 5

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hints & tips
Your statement of purpose

What is the purpose
of your business?
When the people in your organisation have a clear
understanding of its main purpose they will be
more motivated, make better decisions and,
consequently, be more productive. It is, therefore,
important for you to have a clear understanding
of the purpose of your business so you can
communicate it clearly to the people involved
with your business.

forms the promises your
business intends to make
to its consumers and is,
therefore, the basis for your
brand values.

Do not confuse the purpose of your business with
what you do. One way to understand what your
purpose is, add “in order to” to your answer to the
‘what do you do?’ question and keep asking “in
order to” until you get a statement that both clear
and inspirational.
Your purpose can often be used in its original form
or in a condensed form as a tag line that can form
part of your brand. For example, at BlueIce Brands,
our tag line is “Creating Brands That Work”. This
describes our purpose of creating brands that will
work in the way that our clients want. This is why
we put a great deal of focus on understanding
our client’s business and their aims and objectives
before creating their brand.