Purpose-driven brand identity: unveiling the link between brand purpose and brand identity

Purpose Brand identity is a core component of the definition of brand purpose, yet the link between these constructs has not been explored in depth. This study aims to develop a framework that captures the (inter)relationship between brand purpose and brand identity and propose a definition of purpose-driven brand identity. Clarifying this relationship is essential for strategic brand management, as brand identity forms a strategic cornerstone of brand purpose and guides authentic, purpose-driven strategies. Design/methodology/approach A systematic literature review was conducted to explore the intersection of brand purpose and brand identity. The final data set comprised 40 articles from 21 journals, published up to and including 2024, identified using three databases. These articles were analysed deductively, and the findings were synthesised into a framework. Findings Brand purpose differs from brand identity, as the former transcends organisational boundaries and serves the common good. It must nevertheless overlap with brand identity to avoid perceptions of purpose washing. A gradation of the strength of the integration of brand purpose into brand identity (i.e. brand-purpose proximity) is proposed. Originality/value To the best of the authors’ knowledge, this study is the first to comprehensively analyse the relationship between brand purpose and brand identity while providing a framework illustrating their independence and interdependence. This contributes to a more nuanced understanding of an identity-based approach to brand purpose, with the degree of brand-purpose proximity emerging as a pivotal factor in the formation of a purpose-driven brand identity.