Putting Purpose into Practice (PPiP)®
Putting Purpose into Practice (PPiP)® is about using your brand purpose to drive change and align what you do across every facet of the organisation.
It is about committing to removing or changing what isn’t aligned, continuing to deliver what is aligned, and adding new areas that when combined deliver maximum value into the future. Putting Purpose into Practice (PPiP)® does more than just encourage engagement: it provides processes to analyse and readjust your organisation. This ensures that your brand’s values are fully integrated at every level of your organisation. Brand Council has been Putting Purpose into Practice for almost 20 years.
Our expertise includes:
- Evolving a powerful and engaging purpose statement.
- Developing the Putting Purpose into Practice (PPiP)® framework, strategy, inculcation plan, roadmap, and measurement system.
- Undertaking diagnostic studies - internal, external, stakeholder, and community.
- Facilitating and clarifying board and C-suite purpose.
- Establishing aligned values, business principles, behaviour, and culture strategy.
- Designing architecture that supports the corporate purpose and business objectives.
- Preparing a clear plan to achieve purpose driven behaviour.
- Constructing ESG and purpose goal setting, measurement and reporting for C-suite and board.
- Linking activities and corporate purpose to ESG activities.
- Providing the frameworks for official reporting on culture, corporate purpose, and brand strategy.
- Guiding long-term transformation, merger, or alignment management.
- Facilitating board and executive team reporting.
- Initiating measurement and tracking procedures for the PPiP® program and its deliverables.
Putting Purpose into Practice (PPiP)® Case Studies
Brand Research & Diagnostics
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Learn moreBrand Idea, Identity & Naming
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Learn moreFrequently Asked Questions
Putting Purpose into Practice® (PPiP) is a proprietary framework developed by Brand Council. It’s a structured approach to embedding purpose into strategy, leadership, operations, and culture. PPiP:
- Translates purpose into measurable, daily action
- Ensures internal alignment and external credibility
- Builds systems, behaviours, and communications around purpose
- Turns intent into impact
It means activating purpose at every level of the organisation, not just articulating it. Purpose becomes real when it shapes:
- Decisions leaders make
- Behaviours and values teams live by
- Employee experience and policies
- Culture, service, and communications
- The strategy and actions across products, services and operations.
PPiP is Brand Council’s proprietary methodology, grounded in:
- 20+ years of real-world client experience
- Dozens of purpose-led consulting engagements - in ANZ, Asia and Globally
- NPF, Charity, commercial and ASX listed companies
- Deep understanding of leadership, human behaviour, and systems.
It was designed to ensure purpose isn’t just a statement, but a lived reality across the business, directly contributing to organisational change, growth and outcome.
Because a stated purpose means nothing unless it’s lived within and across the organisation and all business units. PPiP ensures:
- Staff and leaders align around meaningful action
- Purpose influences daily decisions and systems
- Trust and reputation are enhanced
- Purpose delivers value for people, planet, and performance.
It starts with strategy and structure, then cascades to people and systems - see the model below. Steps include:
- Audit current purpose alignment across the business
- Define what “living the purpose” looks like
- Map key activation points (communication, HR, CX, leadership, operations, products and services)
- Co-create practical actions with staff
- Build in clear language, reinforcement, and rituals.
The PPiP model follows a staged approach:
- Audit alignment between purpose and current state
- Identify key activation levers across systems, comms, and leadership
- Co-create purpose behaviours and messages with teams
- Build governance, rituals, and measurement tools
- Track impact and evolve continuously.
Ownership must be shared across the organisation. And owned within the C-Suite
- CEO and executive team : Sponsor and role model purpose
- Strategy, Brand, HR leads : Enable implementation
- Leaders and line managers : Reinforce and embed behaviours
- Culture councils or champions : Sustain momentum and belief.
It brings purpose to life in an effective and focused manner and ensures it is actionable and authentic. PPiP works when it:
- Links purpose to real decisions and experiences
- Is visible in leadership and culture
- Includes clear governance and reinforcement
- Involves everyone, not just leadership or comms
- Is measured and celebrated.
Purpose should be embedded for the long term, but activation efforts must be regularly assessed. We recommend:
- Including purpose metrics in employee engagement
- Reviewing purpose during regular stakeholder diagnostic
- Reviewing alignment annually during strategic planning
- Conducting pulse checks and qualitative interviews across teams.