Building the On Purpose Brand
- Stephanie Hampton
- Sep 12, 2023
- 2 min read
On Purpose Communications has launched its new brand identity.
What makes a great brand? How is your brand unique? What’s your brand’s essence? These are questions I’ve asked and answered many times over the last 30+ years, usually on behalf of a company or client, prior to developing its brand identity and brand positioning. There’s a discipline to the exercise, as I try to quiet my personal preferences and think like the customer.
How refreshing it was, then, to ask these questions on behalf of my own company––On Purpose Communications. As an entrepreneur and founder of this boutique communications consulting and content development firm, I was free to trust my instincts. After all, On Purpose is relatively synonymous with my own personal brand, which I’ve been building for more than 50 years.
So, with the support of the very talented design team at HUE Communications–who are also members of the On Purpose network–I am pleased to launch my new brand identity for On Purpose Communications. After a brand discovery exercise and some soul searching, we landed on the tagline, “delivering meaningful connections.”
It describes what I love to do, and what On Purpose is best at: reaching audiences by engaging their hearts and minds, blending human storytelling with compelling facts and data.
The tagline and logo are also meant to convey a bias for action. We don’t just communicate to get a job done, we do it with purpose and with a goal in mind. Improved employee engagement, member retention and/or customer leads are just some of the results our clients–including WETA/NewsHour Productions, the National Restaurant Association Educational Foundation, JBG SMITH, Sodexo and the Multicultural Foodservice & Hospitality Alliance, among others, have experienced.
Most importantly, as a woman-owned business, On Purpose’s brand identity is meant to give a nod to its feminine roots. I did consider salmon and other shades of pink, but in the end, I chose aqua, which also happens to be my favorite color.
It’s an exciting step in On Purpose’s business development. I’d love to know what you think, either about this brand identity project or another one you have coming up. It’s always fun to compare notes, and of course, the team at On Purpose would love to work with you.