Many brands talk about purpose but few make it their compass. A clear North Star can guide strategy, align teams, and build lasting consumer trust, especially when a brand knows what it truly stands for and lives it out loud. 

We speak with Dr Michael Toh, Commercial Strategy Coach and Certified ICF and NLP Coach, on why discovering your brand’s deeper purpose isn’t just nice to have – it’s a strategic must. If your messaging feels scattered or your brand is blending in, maybe it’s time to ask: What do we truly stand for, and are we living it out loud?