The fundamental reason why a startup exists, beyond generating profit. It embodies the values, mission and vision that guide the company's actions, decisions and communications.
Some real world examples: 💡 Apple's Brand Purpose is to empower people through technology, creating innovative and easy-to-use products that improve their lives. They focus on simplicity, design, and a seamless user experience, inspiring their customers to "think different". 💡 Patagonia's Brand Purpose is to build the best products without causing unnecessary harm and use business to inspire and implement solutions to the environmental crisis. They emphasize sustainability, responsible production, and activism in their practices.