Purpose-driven branding is the process of developing a brand strategy that is centered around a company's or organization's core purpose. This purpose can be making a positive impact on the world or creating unique products or services that make people's lives better. Focusing on purpose helps create a connection with customers and employees and makes it easier to focus on what's important and stay true to your brand values. Maintaining consistency and alignment over time can be difficult if you don't have a clear purpose to guide you.