1.
Your company’s purpose doesn’t just
state what you hope to accomplish,
but declares who you are, and why
you exist to the world.
Brands with Purpose

2.
Discover how the following companies use
their inspiring purpose to bring out the best in
their employees.

3.
“ To inspire and nurture the
human spirit—one person, one cup
and one neighborhood at a time.”

4.
With a focus on community (and coffee) Starbucks
created a purpose that both customers and employees
can connect to. They put their purpose into action with
the opening of their first U.S. location dedicated to
using American Sign Language in Washington, DC.

5.
“ Belong Anywhere.”

6.
Their new company promise was designed in 2007 to
help customers and employees feel like they belong
with Airbnb. They created a new brand identity, in-
cluding a new symbol to represent this shared pur-
pose. From a globetrotting customer in Panama, to
heads down employees in the office, they created a
community where individuals feel welcome,
respected, and appreciated no matter where they
might be.

7.
“To help feed the world.”

8.
When John Deere started in 1837, their purpose wasn’t
just to sell tractors, but that the purpose of every piece
of equipment they sold would help feed the world.
John Deere connects their employees to a humble be-
ginning and overall purpose on their first day of em-
ployment. Every onboarding employee at John Deere
is given a small green tractor to symbolize how their
new job is bigger than just farming equipment. It’s a
simple gift with a powerful promise.

9.
“Changing business for good.”

10.
The driving force behind their purpose is simple, if you
take care of your employees, they will take care of
your business. At Virgin Money in the UK, their pur-
pose is deeply rooted in the culture and decision
making across the bank. The CEO makes all business
strategies aim to ensure that customers, employees,
and even shareholders benefit in a balanced manner.
As a result, their employee engagement scores almost
doubled, and customer satisfaction rates shot up.

11.
“To have purpose means
the things we do are of
real value to others.”
SIMON SINEK

12.
It’s the role of any leader to ensure their employees know
exactly what the company’s purpose is and how their
individual responsibilities contribute to it. Because when
purpose is put into action, employees work with a passion
and commitment that customers can feel.

13.
Learn more about why finding purpose is
essential to your workplace culture by
downloading the Global Culture Report
on octanner.com.
Brands with Purpose