top of page

Purpose defines us

It seems rather obvious: we all need a reason to get up in the morning. A sense of purpose is as fundamental as it comes. Business is no longer about selling a product either. It hasn't been for many years. Or not only. Now, people buy the stories around the product. They buy into its origin and safety badges...people buy the founders' stories and motivations. Products are as much about their purpose as how they look and feel.

The purpose of every business must be built into its DNA. Purpose needs to be clear in all aspects of your business. It needs to be clear in the content you develop, and it should be reflected in all business areas including marketing, staffing, and partnerships. To build an intelligent product and brand you need a foundation in an understanding of what matters to consumers. Cultural nuances, sustainability, and diversity, which goes beyond ethnicity, are no longer passing trends. They should be foundational parts of your brand vision and purpose.

Brand Purpose

Not all ideas have to be conceived from scratch. Many ideas are born out of necessity or lack of trust or lack of efficiency. The best ideas in your competitive landscape are not mere products. They are solutions. The question of brand purpose becomes fundamental.

Purposeful ideas can include solutions. For example, they might include new delivery systems, new ingredients, new technology, or a new category of business that did not exist before. A perfect example of this would be an industry segment such as indie beauty, which emerged to cater to under-served market segments that big beauty brands considered too small to target with specific product lines.


CASE STUDY on NEW CONVERSATIONS Predicated on Brand Purpose


Have a look at the quick video. Book an Interactive 1-on-1 workshop with myself to go from Idea-to-Launch. You can also book Kristina to discover how to implement digital marketing in bite-sized pieces, whether it's Search, Content or Social Media that you need to learn most about.


Technology improves product quality and performance. It also improves customer experience. Digital tools streamline the options for customers to try products before making financial decisions.

Brands and products with both clearly defined mission and purpose boost their chances of success in the playground.


ATHENA's Ed.Note: Desiree, our Co-Founder, has been at the forefront of legacy conversations around all things melanin for over 2 decades. A Lead Educator for Hopenclass and FutureLearn, Desiree's hands-on experiences can be contextualized in Thinking 360 - An Interactive Insightful Workshop


Recent Posts

See All


Meet The CONTENT Team

Aphrodite 1080x1080.png


  • Grey LinkedIn Icon

We now avoid the term "digital hacks". It's a long story as to why; but in a previous incarnation of our Think Digital Blog, this is what Persephone writes about: The deep dark secrets of digital marketing that they don't teach in Uni Classes or books. Expect Think Tank Tactics and how to Spring-Clean your content anytime of the year.

Mercury 1080x1080.png


  • Grey LinkedIn Icon

Have you heard the saying that "When Mercury is in Retrograde, everything descends into chaos"? This applies to calendars not syncing, Dropbox folders discombobulating and Logins not working. Mercury writes about Productivity Tactics and automation. He writes for Think Tank Tactics (aka "Knowledge Library") also.

Athena 1080x1080.png


  • Grey LinkedIn Icon

In Greek Mythology, Athena was the Goddess of Wisdom and War. A wildly beloved guardian of knowledge, Athena is our #ThinkDigital Editor in Chief for Think Tank Tactics. She also writes about her decades of experience in Beauty and Global Strategy while Battling challenges in the deeper meaning of Diversity & Multiculuralism.

bottom of page