A purpose-led brand, at its very core, is a company that comes into existence for a higher purpose. Such an organization is aware of its reason of being and places this reason of existence at the centre of all its decisions. So, when it comes to branding or identifying your true self, purpose-led brands already have a thread that binds all its people together while giving meaning to the work they do on a daily basis. The branding, therefore, exists from the word go.