Why Purpose & Benefit Both Matter for CPG
What’s the Difference, and Why Talk About it?
You know how moms always want the details—where you're going, who you’ll be with, and when you’re coming back? Well, today’s customers are no different. They want to know everything about your brand: what you stand for and why they should care about your product.
That’s where brand purpose and product benefit come in. And trust me, you need to be talking about both.
🐣 Brand Purpose - The "Why" Behind Your Business
Brand purpose is the higher mission that drives your company. It’s not just about selling products, but about making a positive impact. Whether you’re committed to sustainability or giving back to the community, this is where you tell your customers why your brand matters.
Example: A sustainable skincare company’s purpose might be to reduce environmental harm while promoting self-care.
🌱 Product Benefit - What’s in It for Me?
Your product benefit is the clear, tangible value you offer to customers. It answers the simple but crucial question: “Why should I buy this?” This is where you get specific about the practical perks of your product.
Example: the fact that your eco-friendly moisturizer keeps skin hydrated without chemicals.
🍎 Why You Should Talk About Both
Customers today aren’t just shopping—they’re choosing brands they can connect with. But they also need to know your product does what it promises. By talking about both your brand purpose (the big mission) and product benefit (the direct value), you appeal to their values and their needs.
🫶 How to Balance Both in Marketing
Lead with Purpose in Storytelling: Explain your brand’s mission and why it aligns with your customers' values.
Highlight Product Benefits in descriptions: Make sure they know what they’re getting—better performance, more sustainability, or both!
Use Both in Calls to Action: Combine purpose and benefit in your CTAs like “Ditch the plastic, save the planet—one Solid Shampoo at a time.”
🌎 Final Thoughts
Consumers are smart—they want to support brands that stand for something, but they also want products that deliver. Marrying your brand purpose with product benefits will not only draw in loyal customers and keep them coming back, but will also help your customers feel aligned and proud of their choices—how amazing is it for you to be a part of that?
Need Help Crafting a Brand that’s Both Meaningful and Marketable?
Wild Yolks has got you covered. We build Purpose-driven CPG brands with heart and strategy that make you show up authentically and connect with your values & needs tribe.
Ready to hatch your brand?
Reference links:
NOTICE HAIR CO.