Brand Purpose can be defined as a brand’s mission statement that encapsulates how it helps people. In short it is a mission statement of why a brand is in business. It’s the why of an organisation; what the objective is other than making a profit and it often encompasses points of differentiation and words of motivation for both employees and consumers. A great article written by Afdhel Aziz with a lot of information about brand purpose can be found here: https://medium.com