In this article, you'll find the answers:
- What is brand purpose?
- Why does brand purpose support your brand's growth?
- How to define your brand purpose?
- How to communicate your brand purpose effectively?
What is Brand Purpose?
Brand purpose – the reason for a brand’s existence – is more than just a marketing statement. It’s an authentic mission that defines why your brand exists (beyond generating profits) and how it impacts people’s lives, society, or the environment. Brand purpose serves as a compass, guiding both communication strategies and all business operations, setting a clear direction for every action.
Today’s consumers value brands that are authentic, have a higher purpose, and operate in alignment with their stated values. They seek more than just a product or service; they look for something that resonates with their beliefs and lifestyle. They want to feel that through their purchases, they are contributing to a meaningful mission that has a positive impact on the environment or community. Brand purpose attracts and retains customers, making your business more than just another option in the market, a one-time choice, but something people want to connect with and support.
Why Does Brand Purpose Support Your Brand's Growth?
First, brand purpose enhances consistency of marketing communication. It helps maintain unified communication and coherent actions across all levels – from marketing initiatives to customer service. Brands with a clearly defined purpose are better equipped to face market challenges, as they make decisions aligned with their declared values, even in a shifting environment. Additionally, when a brand faces difficulties, customers are often more forgiving. Consumers feel a stronger motivation to support brands they consider close to their own values.
Second, having a brand purpose influences how a brand is perceived as more authentic. In an era of increasing consumer awareness, people expect brands to act responsibly and transparently, respecting businesses that operate ethically, prioritize sustainability, and pursue higher goals beyond sales.
Third, when a brand openly communicates its values and mission, it attracts customers who share similar beliefs, fostering relationships on a deeper level. You cease to be merely a provider of products or services – you become a partner in daily life, with customers feeling like ambassadors of your brand. They’re more willing to share positive experiences, recommend products, and actively engage in the brand’s activities.
How to Define Your Brand Purpose
Defining a brand’s purpose is supported by a thorough analysis of the brand, its environment, and the company’s history. Here are a few tips:
- Return to the Origins. Reflect on the inspirations, desires, and motivations that led to the creation of your brand. Ask yourself what values have always been, and still are, important to you in business.
- Look Around – Even Where It’s Hard to See. Sometimes, the answers are right in front of us. Take a close look at your surroundings. Who exactly are your customers? What do they value? What challenges are they facing? What perspectives do your employees or business partners bring?
- Assess Your Company’s Potential. Consider how your brand can positively impact the environment or a particular community.
- Craft a Purpose Statement. Clearly and understandably articulate why your brand exists and how it intends to make a positive difference. Avoid generic statements that could apply to any company.
- Ensure Your Offer Reflects Your Purpose. This may require changes, such as introducing new products, improving existing ones, or altering the way services are delivered.
- Stay Open to Change. As your company grows and the environment changes, be prepared to rethink your brand purpose. Be flexible in adapting to new challenges and opportunities.
A well-defined brand purpose should be consistent with your brand identity, authentic, ambitious, and inspiring.
How to Communicate Your Brand Purpose
When a brand communicates its actions and values clearly, consumers see that its purpose is genuine – not just a manipulation tactic or marketing gimmick. Once you’ve defined your brand purpose, ensure consistency in your communication. Consistently reinforce what you strive for and build brand awareness. Filter website content, social media, and marketing campaigns through the lens of your purpose. Let your actions be intentional, reflecting the promise you’ve made. Demonstrate commitment and inspire your community to contribute to the cause you believe in and support. Remember, actions always speak louder than words.
The world is moving forward quickly, and consumers seek more than just products – they crave authenticity. Brand purpose is the foundation of an effective marketing strategy. The values you represent are your most powerful weapon in winning the hearts of customers. Steve Jobs captured it well: "Marketing is about values." These values shape our identity and guide our actions. In a world full of options, authentic values ignite the spark that sets a brand apart from the competition.