What is a brand ideal?

Going through Jim Stengel’s book, Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies, came across his definition of what a brand ideal is:

A brand ideal is a business’s essential reason for being, the higher-order benefit it brings to the world. A brand ideal of improving people’s lives is the only sustainable way to recruit, unite, and inspire all the people a business touches, from employees to customers.

What’s your brand ideal?