When outdoor clothing company Patagonia say, 'we're in business to save our home planet', wow, do they mean it. They epitomise what it means to be a purpose-led brand and demonstrate it relentlessly.

You may not be a multi-national brand (yet), but in the words of Patagonia's founder Yvon, when figuring out your purpose, "you have to start right from the beginning."

I share three questions to help you think about your purpose as part of your brand story.

1. How and why did you start your business? What was happening in your life? What problem did you need to solve? Did you have a deep-rooted belief in something which guided your path?
2. What do you stand for? Or maybe if it's easier, what do you stand against - who is the villain in your world?
3. What are you setting out to do? It can be as simple as bringing joy to others, enabling connection, inspiring new experiences, evoking pride and confidence (that's my one) or impacting society, whatever that might look like for you.

You can also read more about why we could all learn something from Patagonia's purpose here. 

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On Instagram: @22storiesandme

On LinkedIn: linkedin.com/in/hilarysalzman

Online: www.22-stories.com

The brilliant Suzi @story_publishing produces this podcast.