How to Create a Powerful and Purposeful Brand


I’ve been doing a series of mini-masterclasses over on Instagram and last week I spoke all about how to create a solid foundation for building a powerful and purposeful brand.

So today, I’m sharing the break-down of this approach, along with a handy workbook for you to implement this strategy for your biz!

The framework has three core ingredients: your Mission; Visuals and Positioning.

This is the first step I recommend to anyone about to launch their brand; or for more established brands who feel disconnected to the purpose behind your brand.

This framework will help you uncover your unique blend of brand magic by creating alignment with your vision and getting clarity on what you stand for so you can confidently share your message and build stronger relationships with your dream clients.

Ok, let’s dive in!

1. Mission.

Your Brand Mission is the big why behind your business and the driving force behind why you do what you do - AKA, why should people care?

Thing is, people don’t buy what you do - when there are a million other health coaches, copywriters and candle makers out there - it’s less about the ‘what’ you are creating - but the why behind what you do.

This is what helps your dream clients build a relationship and a connection with you that goes far deeper than any functional benefits - it is the intangible value you offer to every one of your dream clients when they work with you and essentially, how you make them feel.

This is can be broken down into:


This is the driving purpose behind what are you here to do and create.

  • What are your unique strengths that you’re able to tap into and be of service to others?

  • Why do you do what you do?

  • What makes you get out of bed everyday?

  • Why should people care?

Cult beauty brand Glossier, founded by Emily Weiss was launched in 2014, at time when there were millions of other beauty brands and products littering out shelves.

Glossier at Rhea's Cafe, pop-up shop in San Francisco.

Glossier at Rhea's Cafe, pop-up shop in San Francisco.

How on earth was launching a new beauty brand going to cut through the noise and build a loyal tribe of customers?

By backing Glossier with a very clear purpose on what they did and why.

Emily had a very clear vision of the brand she was building, at it began with putting their customers at the forefront:

“We make products inspired by the people who use them: you”

Furthermore, the brand goes on to say - 

"Glossier is about living in—and embracing—the now, not the past, and not the future. It’s about fun and freedom and being OK with yourself today."

"Inclusivity is really our number one value," said Emily Weiss, Glossier's founder and CEO. "We want to inspire, but we also want to be realistic and show beauty in real life."

This clarity of purpose that drives Glossier everyday, is how, in just four years, they have achieved cult status reaching 600 percent year-over-year growth from 2015 to 2016 and raising more than $34 million in three rounds of funding over three years, closing its largest round of $24 million in November 2016.

Impressive; yes.

But also extremely inspiring to know what can be created once your clarity of purpose has been established.


These are the values that drive your everyday business decisions.

What do you stand for? What do you love? What do you hate?

Have a position! Powerful and purpose-fueled brands are not vanilla.

It is completely ok that your values will not resonate with everyone. This is the point.

By authentically sharing what you believe, you will attract your tribe of people who share the same belief system as you do and will want YOU to be the one to help them solve XY or Z.

Emmily Banks is a professional Organic Make-up artist and the founder of Depths of Beauty, an online hub which “aims to empower people to confidently and comfortably make the transition to eco-beauty by embracing all natural, organic, ethical and cruelty free products and practices.”

Emmily Banks, Organic Make-Up Artist and founder of Depths of Beauty

Emmily Banks, Organic Make-Up Artist and founder of Depths of Beauty

These principles guide every decision that Emmily makes in her business on a daily basis, including products and brands she features on her website, social media channels; as well as the products she uses and recommends to her clients.

  • What are the beliefs and guiding principles that influence the decisions you make in your business everyday?

  • How can you authentically share these values with your tribe so they can’t help but fall in love with everything you do?


This is your core message and what it what it is you are here to do.

How do you describe what you do when you meet someone for the first time?

It is super important to have a quick introduction describing what you do so you’re not stumbling over your words and purposefully and succinctly and describe what you do and who you do it for.

This will make you and your brand memorable.

Claire Baker, an Australian Coach, based in London has a very clear and succinct pitch that she shares consistently across her website and social media channels:

Claire is an Australian Coach and Writer who helps women find their flow by living in sync with their menstrual cycle via eBooks, workshops and online courses.

Claire Baker, Australian Women's Coach and Writer

Claire Baker, Australian Women's Coach and Writer

Key questions to develop your pitch are:

  • What do you do?

  • Who do you do it for?

  • How do you do it?

The goal is to create complete clarity in the minds of your dream clients so they know exactly what you do and how you can help them!

Remember: a confused mind never buys, so the more clarity you create around this, the more you're helping to enable your dream clients to want to work with you!

2. Visuals.

Visuals play a huge role in creating a powerful and purpose-fueled brand.

Research has shown that when people hear information, they're likely to remember only 10% of that information three days later.

However, if a relevant image is paired with that same information, people retained 65% of the information three days later.  (Source)

Being intentional about the images and visuals you use on a daily basis will help you cultivate a brand that cuts through the noise and connect with your dream clients.

Visual are not just limited to images, but also include:

  • Graphics.

  • Visual styling.

  • Filters on photo editing.

  • Fonts.

  • Colors.

When I work with my clients one of the first thing I do is help them create a Brand Style Moodboard to capture the vibe and spirit of their brand - basically a visual representation of their brand without using any words.

The goal with your moodboard is to create a ‘visual mood’ that captures the essence of your brand.

Start by creating a moodboard and use Pinterest, Instagram and magazines for inspiration. Pull together a visual collage of everything your brand stands for.

Then, every time you share a post on social media or your blog you can draw on your moodboard and do a quick check-in to see if what you’re sharing is aligned with your vision.

This consistency and cohesiveness created with your brand visuals is what will help to powerfully and purposefully position your brand in the minds of your dream clients.

3. Positioning.

Brand positioning is all about the personality of your brand and how you make your dream clients feel. How you position your brand in the minds of your tribe will determine who pays attention.

In other words: your vibe attracts your tribe!

There are 3 key elements to define your brand positioning:

1. Brand personality.

  • What 3-5 words would you use to describe the personality of your brand?

  • If your brand was a person, how would you describe it?

  • Which words evoke the way you want your dream clients to feel each time they come into contact with you and your brand?

2. Dream clients.

  • Who are you serving? What do they need? How can you help them more than anyone else can? 

  • Start by creating personas for each of your dream clients that detail their stage of life; what they need; along with their hopes, fears and concerns.

3. Connect with your dream clients.

  • Once you have clarity on who your dream clients are and how you can help them; the next step is determining how you will best connect with them.

  • Where do they spend their time?

  • What channels will allow you to establish communication with them?


Brands like Louis Vuitton, Chanel and Dior have used distinctive elements to create a personality steeped in luxury that serve to create desire in the minds of their dream customers.

People who buy a Chanel or Dior bag are not simply looking for a bag - it is so much more than that: the bag is an expression of their own identity.

The emotions we associate with a brand come into play and ultimately influences our decision to purchase.


Let's take a look at two amazing coaches: Jenna Black, founder of Abundant Boss and Denise Duffield-Thomas, founder of Lucky Bitch

On a surface level, they do very similar things: helping female entrepreneurs with their money mindset. 

However, both of these ladies have cultivated a distinct Brand Personality showcasing their unique blend of magic, which has enabled them to completely differentiate themselves and attract dream clients who resonate with their authentic vibe.

Just take a look at their Instagram profiles - you'll see instantaneously what I mean!

Here and here.

There is no right or wrong way to approach this step, but when you can infuse your uniqueness into your brand, while at the same time get into the hearts and minds of your dream clients - it is this sweet spot where you’ll uncover your brand magic. 

This system gives you complete clarity on your brand so you can confidently share your message with the world!

My eBook The Brand Plan gives you the exact formula for making your brand memorable. Get it free when you sign up for my newsletter below!