Built on Purpose: 5 Great Examples of Brands With Purpose
Brand purpose is more than just a marketing buzzword — it’s a company’s reason for existing beyond making a profit. Organizations that are successful and use that success to make a positive impact on the world are the ones that are truly walking the walk of being driven by purpose. Here, we put together a list of organizations that are doing just that.
Love your Melon started as a business with the simple goal of putting a hat on every child battling cancer in America. Once that goal was reached, they continued to expand their product line and have grown their business through ambassadorships, strategic partnerships and the like. Today, they donate 50% of all their profits to organizations that lead the fight against pediatric cancer, keeping their focus on what really drives them — a desire to be a business with a positive social impact.
The founders of the apparel brand, Ivory Ella, have a strong desire to make a difference in the world. More specifically, they’ve committed to supporting the efforts of organizations that help elephant conservation efforts.
They’ve done this with the support of their community — a group of world travelers, eco-conscious consumers and animal lovers — by donating a minimum of 10% of their profits to schools and organizations like Save the Elephants. Together, they’ve been able to donate over $1.7 million to aid one of the most intelligent, relatable species in the world.
Emily Garcia, Founder of Education to the Core
The only people who know what it’s like to be a classroom teacher are other classroom teachers. That was what drove Emily Garcia, the founder of Education to the Core, to create a business with the mission to provide teachers with the most comprehensive, reliable, and inclusive educational resources, created specifically for educators by educators.
To ensure the quality and consistency of the products offered on their website, the company hires master teachers to do everything from creating the printable and digital materials that teachers can purchase to writing the curriculum that goes along with them.
Creating positive change for the planet and its people is at the heart of the Pura Vida lifestyle. Its name literally translates to “pure life” and came from the Costa Rican artisans who were selling colorful bracelets to remind people of the simple things in life when they met the founders of the company, Griffin Thall and Paul Goodman.
The two fell in love with the laid back lifestyle of Costa Rica, and partnered with the artisan community to create and sell handcrafted bracelets made from sustainably sourced materials. Since its founding, the company’s community has expanded to include more than 800 artisans in Costa Rica, El Salvador, and India, creating steady income and a positive work environment for people around the world. In addition, they created their Charity line, which provides funds to causes that members of the Pura Vida community care about, such as offsetting carbon emissions, planting trees and providing disaster relief to communities in need.
The beloved outdoors company, Patagonia, has a simple mission — “to save our home planet.”This is embedded in every aspect of the business, from the donation of 1% of its sales to the conservation and preservation of the environment, to the Trade In program that gives new life to used gear while offering discounts to consumers. The company’s mission runs so deeply in its operations, that it was recently named a UN Champion of the Earth in 2019.
On top of that, the brand lives its mission by connecting people with volunteer opportunities, and creating a place to work that employees can get excited about, empowering them to get involved in their communities and in causes that are important to them.
The Purpose of Hackett Brand Consulting
At the core of Hackett Brand Co. is a strong desire to be a force for good. Purpose is built into everything we do, and we aim to work with like-minded companies who are also mission-driven. For us, that means finding people who want to do good things in the world and creating a marketing strategy that will grow their business and help them make the greatest impact.
Only you know the purpose behind what you do day in and day out, but if you’re ready to expand your business, we can help! Connect with us and we can dive deeper into how you can use your brand purpose to grow your business.