Your brand lives inside your business as much as outside.
Your culture and employee's motivation is fundamental to a successful business. In the end, your people should be your greatest advocates.
Integrating your purpose into the wider business is fundamental. Bring everyone on board. Involve and engage your people to be part of the move. Foster an open and creative culture. Make sure your people identify themselves with your culture and values.
An authentic purpose culture means you want to involve them and let them be an active part of the change. In the end, you are all together in this.