Building brands on purpose.

 

At Found, we’re especially interested in helping brands find their purpose. We believe that doing so can help you stand out from the rest, grow your brand and hopefully do some good along the way.

A brand’s purpose is the reason the brand wants to exist beyond making money. It can be found at the intersection of what you’re good at, what you’re passionate about, and what the world needs. In an ever-changing business and societal landscape, defining a brand’s purpose can be a vital tool in finding differentiation, relevance and growth. 

This isn’t the same as your mission, vision, values and positioning… but these things are important too as they make up your brand strategy. And we’re here to help you figure it all out.

If Purpose is why you exist (your ‘higher order reason for being’), then: 

Vision is where you want to get to - where you foresee your business being in the future.

Mission is what you want for the world and what you need to do to get there - the tactics, initiatives and business practices necessary to meet your goals.

Values are how you behave to reach those goals - your culture, qualities and beliefs.

And Positioning is all about what differentiates you from your competition - how you want your customers to see you and how that differs to others in your sector.

From here you can create things like taglines, which cleverly summarise all this thinking in one small, outward facing idea, as well as your tone-of-voice, business description and ‘About’ sections for things like your website and social channels. Brand narratives can also help identify the unique stories you want to tell, or your views on the world.

For example, here’s how that all sounds for us:

  • Found’s Brand Purpose.

    To help brands find their unique brilliance and set them on course to change the world.

  • Found’s Vision.

    To become the go-to, “I-know-a-guy-who-can-fix-that” of the brand consulting world.

  • Found’s Mission.

    To demystify brand building, creating and executing straightforward brand strategies that help brands sizzle with success.

  • Found’s Values.

    To listen with compassion. To collaborate in ways that uncover a brand’s secret sauce. To patiently explain. To inspire creative, smart practices that breed success. To enjoy the work we do.

  • Found’s Positioning.

    Helping novices and those with little marketing experience get their brands noticed and loved.

  • Found’s Tagline.

    Building Brands on Purpose.