---
title: How to define your brand purpose
description: 97% of people now believe it's important for a brand to have a strong brand purpose, but what does that mean for the travel & tourism industry? 
---

[Digital Visitor | Travel Marketing Insights](https://blog.digitalvisitor.com)

# [How to define your brand purpose](https://blog.digitalvisitor.com/how-to-define-your-brand-purpose)

 Written by [Jamie Miles](https://blog.digitalvisitor.com/author/jamie-miles) | Jul 15, 2021 12:16:25 PM

Over the last year, due to the political and environmental climate, consumers have become more value-conscious than ever before.  In fact, a recent study by Zeno revealed that  [97% of people](https://www.zenogroup.com/insights/2020-zeno-strength-purpose) now believe it's important for a brand to have a strong purpose and would be four times more likely to purchase from those that do.  

But what does that mean for the travel & tourism industry specifically?  And how can you apply your purpose to your marketing strategy?

We sat down with our CEO, Anthony Rawlins to discuss:

- The importance of brand purpose
- The first steps you can take to define yours
- How to integrate brand purpose authentically 
- How to avoid virtue signalling

If you would like a transcript of this video, [then please let us know.](mailto:jamie@digitalvisitor.com)

For any advice or questions on brand purpose and how to integrate it into your overall brand strategy, [get in touch](mailto:jamie@digitalvisitor.com).

[View full post](https://blog.digitalvisitor.com/how-to-define-your-brand-purpose)

```json
{
  "@context" : "http://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Jamie Miles"
  },
  "dateModified" : "2021-08-02T09:40:23.423Z",
  "datePublished" : "2021-07-15T12:16:25Z",
  "headline" : "How to define your brand purpose",
  "image" : {
    "@type" : "ImageObject",
    "height" : 580,
    "url" : "https://f.hubspotusercontent30.net/hubfs/19618284/Defining%20your%20brand%20purpoose%20Digital%20Visitor.jpg",
    "width" : 1000
  },
  "mainEntityOfPage" : "https://blog.digitalvisitor.com/how-to-define-your-brand-purpose",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "height" : 60,
      "url" : "/hs/hsstatic/content_shared_assets/static-1.4092/img/default-amp-logo.png",
      "width" : 60
    },
    "name" : "Insights"
  }
}
```