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  • Writer's picturejhansesgaard

What's your Why? - Can you identify your brand purpose?

This is just one of the questions I will ask you if you come to me for help with branding, design of your visual identity and web design. I have a long list of questions I will ask so I can really get to know you, your business and your brand. This will help me get a feel for your brand and identify how I can communicate the purpose and the personality of the brand.

Brand Designer Jane Hansesgaard asks her clients questions about their brand's purpose, what is the drive and motivation behind the brand

For a client this can be challenging as it means really analysing the core elements of the brand and thinking strategically into the future. I can guide you in the process and my questions will prompt you through the exercise.

My aim is to get your business ready for growth and create a branding package and/or website that is fresh, scalable, up to date with all the functionalities you need and at the same time to an extend fairly timeless - so we're thinking about the longevity of the brand and really connecting with your audience.

Who and Why?

I will want to know the history of who set the business up, when and who is still in the business today. History and people, two important things for me to know about and find out which elements that are important to get across. The big question - WHY?

Your brand's WHY - is the heart and soul of your brand, the reason for being beyond making money, the purpose of the business, the drive and motivation behind WHAT you do and HOW you do it.

Communicating your brands purpose/why helps create a deep connection with your audience and it influences their perception of your brand. This is why it is so important for me to ask you so many questions, so I'm absolutely clear on what I am tasked with communicating.


Several surveys and statistics prove that leading your brand with a clear purpose can help the success of the company.

The Porter Novelli Purpose Perception Study was an online survey conducted by HCD among a sample of 1,200 US adults ages 18-69.

Here are some of the key findings:

  • When a company leads with purpose, respondents were:

  • 78% more likely to want to work for that company

  • 76% more likely to trust that company

  • 72% more likely to be loyal to that company

  • 70% more likely to defend that company if someone spoke badly of it

  • 72% more likely to forgive that company if it makes a misstep

  • How purpose impacts purchasing decisions:

  • 66% would consider a company’s purpose when making purchase decisions

  • 62% believe a company’s purpose is an important factor when making a quick or impulse purchase

  • 71% would purchase from a purpose-driven company over the alternative when cost and quality are equal

  • 78% are more likely to remember a company with a strong purpose

If you feel you haven't quite identified or successfully communicated your brand's WHY, feel free to get in touch for an initial chat:



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