Purpose Branding, developed by Lünstroth Brand Consultants

What are the goals you're aiming for?

No company should leave the code of conduct in a drawer or leave it on a website. It must be lived out with the brand. At best, it is a brand purpose with strong motivational power.

Model for a powerful practice

Sustainable and long-termed orientated and value-added acting is expressed in fixed rules of corporated acting. These rules shouldn’t be secret. Employees should not only know them, but living the vision.

Is there something like a global purpose?

A worldwide applicable brand philosophy can only be a modular one. That’s why Luenstroth Brand Consultancy develops  modular builded corporated rules: The global modul contains the brand values, the moral values to the periphery are geared to the local culture. (There is no need to say that these codes of conduct are within the established legal rules.)

What we have in mind when we develop a purpose branding.

Clarity of Purpose

Purpose branding development emphasizes the need for a clear and compelling purpose that goes beyond profit.
Brands should articulate a meaningful reason for their existence, driven by values and beliefs that resonate with both internal stakeholders and external audiences.

Authenticity and Transparency

Authenticity is key in purpose branding. Brands must align their actions with their stated purpose and be transparent about their values, practices, and impact. Consumers are increasingly demanding authenticity from brands, and any perceived inconsistency can damage trust.

Social and Environmental Responsibility

Purpose-driven brands prioritize social and environmental responsibility. They proactively address societal and environmental challenges through their business practices, products, and initiatives, aiming to make a positive impact on the world.

Employee Engagements

Purpose branding involves engaging employees as brand ambassadors who embody the brand’s purpose in their daily work.
Brands that prioritize employee well-being, growth, and fulfillment foster a strong internal culture aligned with their purpose, which translates into stronger external brand advocacy.

Community Building

Purpose-driven brands foster communities of like-minded individuals who share their values and beliefs.
By engaging with and empowering these communities, brands can amplify their impact and create a sense of belonging among their customers and supporters.

Long-Term Vision

Purpose branding requires a long-term perspective that transcends short-term profits.
Brands must demonstrate commitment to their purpose over time, even in the face of challenges or setbacks.
Consistency and perseverance are essential for building trust and credibility.


Storytelling and Communication

Effective storytelling is crucial for communicating the brand’s purpose in a compelling and relatable way. Brands use storytelling across various channels and touchpoints to engage audiences emotionally and inspire action. A brand myth is helpful.

Measurable Impact

Luenstroth brand consultants measure and report on the social and environmental impact of the purpose-driven brand, using key performance indicators (KPIs) to track progress and hold themselves accountable.
The transparency in reporting builds credibility and trust with stakeholders.

Adaptability and Innovation

Purpose-driven brands embrace adaptability and innovation as they navigate evolving societal and environmental challenges. They continuously seek new ways to fulfill their purpose and create value for all stakeholders, staying ahead of the curve in a rapidly changing world.

Collaboration and Partnerships

Purpose-driven brands collaborate with like-minded organizations, NGOs, and stakeholders to leverage collective expertise and resources toward shared goals.
Partnerships enable brands to scale their impact and drive systemic change.

What we do furthermore in the area of purpose branding

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