--- title: The Purpose-Driven Brand description: Purpose-Driven brands must focus on a compelling brand essence that resonates with target consumers or customers image: https://ladder17.com/hubfs/Focused%20Woman%20Small.jpg --- [![Ladder17 Logo - Alt](https://ladder17.com/hubfs/Ladder17%20Image%20Assets/Ladder17%20Logo%20-%20Alt.svg "Ladder17 Logo - Alt")](https://www.ladder17.com) - [Home](https://ladder17.com) - [Services](https://ladder17.com/services) - [Tech & FoodTech Marketing Consulting & Strategy](https://ladder17.com/marketing-consulting-strategy) - [Marketing Planning](https://ladder17.com/marketing-plan-development-and-implementation) - [Thought Leadership & PR](https://ladder17.com/foodtech-thought-leadership-and-pr) - [New Product Launches](https://ladder17.com/new-product-launches) - Case Studies - [Famous Software](https://ladder17.com/famous-software-case-study) - [Pairwise](https://ladder17.com/pairwise-case-study) - [Conscious Greens](https://ladder17.com/conscious-greens-case-study) - Insights - [News, Events & Content](https://ladder17.com/ladder-17-events-and-content) - [Blog](https://ladder17.com/on-purpose-blog) - [FoodTech Stories Podcast](https://ladder17.com/foodtech-stories-podcast) - [2025 Report - Understanding the U.S. Consumer for FoodTech Foods](https://ladder17.com/understanding-us-consumers-for-foodtech-foods) - [Contact](https://ladder17.com/ladder-17-contact) - [Team](https://ladder17.com/team) - [Careers](https://ladder17.com/careers) [![Ladder17 Logo - Alt](https://ladder17.com/hubfs/Ladder17%20Image%20Assets/Ladder17%20Logo%20-%20Alt.svg "Ladder17 Logo - Alt")](https://www.ladder17.com) - [Home](https://ladder17.com) - [Services](https://ladder17.com/services) - [Tech & FoodTech Marketing Consulting & Strategy](https://ladder17.com/marketing-consulting-strategy) - [Marketing Planning](https://ladder17.com/marketing-plan-development-and-implementation) - [Thought Leadership & PR](https://ladder17.com/foodtech-thought-leadership-and-pr) - [New Product Launches](https://ladder17.com/new-product-launches) - Case Studies - [Famous Software](https://ladder17.com/famous-software-case-study) - [Pairwise](https://ladder17.com/pairwise-case-study) - [Conscious Greens](https://ladder17.com/conscious-greens-case-study) - Insights - [News, Events & Content](https://ladder17.com/ladder-17-events-and-content) - [Blog](https://ladder17.com/on-purpose-blog) - [FoodTech Stories Podcast](https://ladder17.com/foodtech-stories-podcast) - [2025 Report - Understanding the U.S. Consumer for FoodTech Foods](https://ladder17.com/understanding-us-consumers-for-foodtech-foods) - [Contact](https://ladder17.com/ladder-17-contact) - [Team](https://ladder17.com/team) - [Careers](https://ladder17.com/careers) [Purpose-Driven Brands](https://ladder17.com/on-purpose-blog/tag/purpose-driven-brands) # The Purpose-Driven Brand By [Megan Thomas](https://ladder17.com/on-purpose-blog/author/megan-thomas) Mar 7, 2024, 8:00:00 AM Today's consumer is looking for purpose-driven brands -- brands that reflect who they are and who they aspire to be. They want to know that a brand will be a good actor in the world. They want to know that the brands and the products that they buy and support don't just deliver value and benefits, but that they are considering sustainability and are focused on the communities in which they operate. The first step toward building a successful purpose-driven brand is to define its brand essence: the mission, values and archetype of your brand. This brand essence should: - Reflect the vision of the brand - Be achievable in the next year - Be tested with target consumers or customers to ensure that it resonates       [![Share on linkedin](https://7528302.fs1.hubspotusercontent-na1.net/hub/7528302/hubfs/raw_assets/public/mV0_d-web-default-modules_hubspot/img/linkedin-color.png?width=24&name=linkedin-color.png)](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fladder17.com%2Fon-purpose-blog%2Fthe-purpose-driven-brand%3Futm_medium%3Dsocial%26utm_source%3Dlinkedin) #### Megan Thomas Megan M. Thomas is the Founder & CEO of Ladder 17. She has worked in marketing and communications for over 30 years. She served most recently as Vice President, Marketing and Communications for mission-driven, CRISPR food company Pairwise. She is a published author. Author ## Recommended For You [![Creativity in the Age of AI](https://ladder17.com/hubfs/Designing%20in%20the%20age%20of%20AI.jpeg)](https://ladder17.com/on-purpose-blog/originality-will-set-brands-apart-in-the-age-of-generative-ai) [Communication Strategies](https://ladder17.com/on-purpose-blog/tag/communication-strategies) [Marketing + AI](https://ladder17.com/on-purpose-blog/tag/marketing-ai) [Marketing Leadership](https://ladder17.com/on-purpose-blog/tag/marketing-leadership) 1 Min Read ### [Originality Will Set Brands Apart in the Age of Generative AI](https://ladder17.com/on-purpose-blog/originality-will-set-brands-apart-in-the-age-of-generative-ai) [Megan Thomas Jan 28, 2025, 9:04:16 AM](https://ladder17.com/on-purpose-blog/author/megan-thomas) [![](https://ladder17.com/hubfs/iStock-1330022784-3.jpg)](https://ladder17.com/on-purpose-blog/how-to-build-a-uniquely-differentiated-brand-in-a-competitive-market) [Marketing for Founders](https://ladder17.com/on-purpose-blog/tag/marketing-for-founders) [Brand Building](https://ladder17.com/on-purpose-blog/tag/brand-building) 2 Min Read ### [How to Build a Uniquely Differentiated Brand in a Competitive Market](https://ladder17.com/on-purpose-blog/how-to-build-a-uniquely-differentiated-brand-in-a-competitive-market) [Megan Thomas Dec 12, 2024, 10:49:34 AM](https://ladder17.com/on-purpose-blog/author/megan-thomas) [![Smart Marketing Moves in Touch Economy](https://ladder17.com/hubfs/iStock-911963834.jpg)](https://ladder17.com/on-purpose-blog/smart-marketing-moves-for-lean-budgets-4-cost-effective-marketing-activities-that-drive-results) [Content Creation](https://ladder17.com/on-purpose-blog/tag/content-creation) [Marketing for Founders](https://ladder17.com/on-purpose-blog/tag/marketing-for-founders) [Efficient Marketing Spending](https://ladder17.com/on-purpose-blog/tag/efficient-marketing-spending) [Brand Building](https://ladder17.com/on-purpose-blog/tag/brand-building) [Marketing Leadership](https://ladder17.com/on-purpose-blog/tag/marketing-leadership) 1 Min Read ### [Smart Marketing Moves for Lean Budgets: 4 Cost-Effective Marketing Activities That Drive Results](https://ladder17.com/on-purpose-blog/smart-marketing-moves-for-lean-budgets-4-cost-effective-marketing-activities-that-drive-results) [Megan Thomas Aug 14, 2025, 10:32:33 AM](https://ladder17.com/on-purpose-blog/author/megan-thomas) [Follow us on LinkedIn](https://www.linkedin.com/company/ladder-17-llc) [Follow us on Instagram](https://www.instagram.com/Ladder17LLC) [Follow us on Facebook](https://www.youtube.com/channel/UCp_VuG1-5cnIV3GW5XZgMRA) ![Ladder17 Logo - Alt](https://ladder17.com/hubfs/Ladder17%20Image%20Assets/Ladder17%20Logo%20-%20Alt.svg "Ladder17 Logo - Alt") © 2026 Ladder 17 LLC #### [Privacy Policy](https://ladder17.com/ladder17-privacy-policy)