Today’s brands are jumping aboard the purpose bandwagon. We see it in the brands who promise commitments to sustainability and who market their purpose on their social media and websites. Purpose has been shown to help brands attract and retain customers, and is one way for businesses to assert themselves in a highly competitive market.

Your purpose is a promise that answers the question of what a brand can accomplish for the buyer. It can inspire your audience and create relationships between the business and customer, resulting in stronger brand loyalty and higher consumer engagement. People will buy into why a company exists, as famously described by Simon Sinek and his search for ‘why’, and a strong purpose is what will drive your company forward.

But purpose-driven brands can also help shape your company’s culture and empower the people you work with everyday. Workplace culture is important for a number of reasons and for a new business hiring the right people from the get-go can make or break your organization. While there are bound to be issues, such as disagreements and occasional personality clashes, you want to have a core purpose that unifies your team and motivates them to walk into the office every morning. Here are several ways beginning with a brand purpose can have a positive, lasting impact on developing your company’s culture.

  1. People Seek to Make A Difference

Customers want relationships with brands that extend beyond superficial transactions and a purpose can help brands build emotional bonds between people. Brands with a purpose stand for more than just a product; they exist for something larger than themselves and customers can relate better to those companies. “Your purpose explains more than what your company does or what types of services you sell, it allows you to be truly relationship-oriented” says Jason Richmond, founder and Chief Culture Officer at Culturized.

Individuals find purpose in doing the things they love and when they are able to express their voice to the rest of the world. We feel purpose the most when we know we have done something that has left an impact on others and aside from volunteering, we feel a sense of purpose through our consumption decisions. For example, customers who wish they could give back to communities in need can shop at a place like Toms, which donates one pair of shoes for every pair you purchase. A company that nurtures a purpose attracts both customers and employees who seek meaningful work that benefits the greater good.

  1. Purpose Sets the Tone in the Office

With your brand purpose firmly in place, you can cultivate a team of individuals who see their work as an opportunity for fulfillment and a chance to serve their communities. Suppose your organization believes in giving back to the environment and supporting sustainable ‘green’ practices. To grow and strengthen your company culture, you ideally would want to hire someone who cares equally about the environment and supporting green initiatives.

Take a moment to understand what your employees believe to be your brand’s purpose. Every employee needs to be onboard with the purpose in order to create an authentic culture that lasts in the long term. With a common purpose uniting your team, this can help rally your employees and give your team members something besides money to feel connected to. A strong brand purpose also gives your company an opportunity to focus on building a strong culture because you don’t need to worry about motivating your employees. Purpose-oriented employees are already motivated to work in an environment that is focused on creating meaningful relationships and developing personal growth.

  1. Meet Needs for Self-Actualization

Chances are, you will find yourself hiring a good number of millennials in the coming years. Born between 1982 and 2000, millennials now constitute more than one quarter of the United States and will likely make up a good percentage of your workforce. This new generation of employees are perhaps the least self-actualized and are on the hunt for purpose and meaning in their lives. Brands should focus on creating a culture of purpose that your employees can believe in, and a strong purpose is one of many ways to appeal to the millennial workforce.

Purpose does more than give your brand a reason for existence; it also can strengthen and positively influence your workplace culture. Employees now have something they can authentically believe in, and they can look to purpose to internally motivate their everyday actions.