# Brand purpose: what it is and how it works · Zorraquino
> Brand purpose expresses the contribution a brand intends to make, which guides its activity beyond any specific transaction.
URL: https://www.zorraquino.com/en/dictionary/brand-purpose

# Brand purpose

Brand purpose expresses the contribution a brand intends to make, which guides its activity beyond any specific transaction

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It should relate to the business and translate into observable decisions. It does not require adopting a grandiose cause. Its credibility depends on consistency between the wording and the organisation's behaviour.

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand](https://www.zorraquino.com/en/dictionary/branding/brand.html)
- [Brand platform](https://www.zorraquino.com/en/dictionary/brand-platform)
- [Brand design](https://www.zorraquino.com/en/dictionary/branding/brand-design.html)