From Brand Promise to Brand Purpose: Why Meaning Matters More Than Ever

When I started out in advertising, the conversations were pretty straightforward. We talked about Brand Promise, Brand Positioning, the USP—the building blocks of classic marketing. Everything was structured, logical, and centered around the product: What are we selling? What makes it different? What’s the benefit to the consumer?

But somewhere along the way, something started to shift.

Scroll through any marketing forum today, or sit in on a brand planning meeting or workshop and one phrase keeps popping up—Brand Purpose. It’s no longer just about what a brand does. It’s about why it exists in the first place. And there are enough questions raised by experts.

And that shift is changing everything.

So, What Is Brand Purpose Really?

Brand Purpose isn’t a tagline or a clever line on a billboard. It’s the bigger “why” behind a brand. It’s the reason it shows up in the world beyond profits and market share.

While the Brand Promise is about what a customer can expect, and the USP is about what makes a brand stand out, Purpose digs deeper. It asks:

• What does this brand believe in?
• What kind of future is it trying to help build?
• Why should anyone care?

To put it simply: products solve problems, but purpose gives people a reason to believe.

Why It Matters—Especially Now

People today, especially younger audiences, want more than a product—they want meaning. They want to align with brands that reflect their values and speak to their worldview. And this goes beyond just customers. A clear purpose attracts better talent, drives stronger employee engagement, and becomes a compass for leadership.

We’ve moved from “selling stuff” to “standing for something.” That might sound like a subtle change—but the impact is massive.

Indian Brands That Are Getting It Right

The best part? This isn’t just theory. We’re seeing powerful examples of purpose-led branding right here in India.

1. Tata Tea – “Jaago Re”

Tata Tea could’ve stuck to the usual tropes—taste, aroma, family moments. Instead, they woke up a nation. “Jaago Re” became a platform for social awakening—encouraging civic responsibility, talking about gender sensitivity, and inspiring people to vote. It wasn’t about tea anymore. It was about waking up—literally and figuratively.

2. Surf Excel – “Daag Acche Hain”

A laundry detergent told parents that stains are okay. In fact, they’re great. Because they come from kids helping others, learning, exploring, being kind. Suddenly, Surf Excel wasn’t just about clean clothes—it was about letting kids get messy in the name of goodness.

3. Mahindra Rise

“Rise for a more equal world” isn’t just a slogan. It’s baked into Mahindra’s DNA—from rural development initiatives to inclusive innovation. It’s not just about the cars or tractors they make—it’s about moving people and communities forward.

4. Vicks – “Touch of Care”

Vicks has completely redefined what care looks like. Their storytelling—whether about a transgender mother or adoptive parents—taps into real, raw human emotion. It’s not just product advertising. It’s a message of empathy in action.

If You’re Building a Purpose-Driven Brand, Start Here

Let’s be clear—Brand Purpose isn’t about slapping on a feel-good message and calling it a day. People can spot inauthenticity a mile away.

To do it right, ask yourself:

• What real human need do we genuinely care about?
• Does this connect to our brand’s roots or values?
• How can we show up in ways that are consistent, believable, and useful?

And when it comes to expressing that purpose:

• Keep it simple and heartfelt
• Make it actionable, not vague
• Be consistent—across ads, social media, product decisions, internal culture
• Make sure you’re actually doing what you say you stand for

Final Thoughts: Purpose as the New Compass

We’re living in an age where people don’t just want to buy from brands—they want to believe in them. That means values matter. Integrity matters. Story matters.

Brand Purpose isn’t just a trend — it’s the foundation that shapes everything a company does, from strategy and communication to innovation and even hiring the right people

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Ganapathy Viswanathan

Ganapathy Viswanathan brings over three decades of experience in Brand Communication, Public Relations, and Digital Marketing. He has worked with leading multinational advertising agencies, including Ogilvy, Lowe, and Mudra. In Public Relations, he served as General Manager (West) of 20 20 MSL (formerly 2020, Publicis Group), spearheading the western region operations. His last corporate role was as Senior Vice President, Marketing & Communication at Eureka Mobile Advertising, a London-based mobile marketing start-up in India. A prolific writer, Ganapathy was on the editorial board of Adgully. He is currently the Chief Mentor of Roarr Media Public Relations.