Defining Your Brand's Purpose to Build Business
Posted: Wed Dec 04, 2024 5:40 am
Beyond making money, why does your brand exist in the world and in the lives of consumers?
Sometimes such a short question can generate a great debate for a Brand Manager or communication agency. Purpose-based marketing is not new, but in times of crisis it takes on greater relevance.
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A generation of consumers with more social awareness
We are facing a new reality in which the consumer has more than just one or two options at the shelf. Connectivity allows them to choose from brands from all over the world from the comfort of their couch, and differentiating your product brings a greater challenge that cannot be solved only with functional attributes or an eye-catching promotion.
According to a study conducted by IBM , consumers are willing to pay more for authentic, transparent brands with a positive impact on the environment. This requires brands to thoroughly review their actions, ranging from their production processes, social responsibility, and even social causes and movements they could be part of.
“Consumers are willing to pay more for brands that are authentic, transparent and have a positive impact on the environment.”
The investment of time and effort is challenging, but it can definitely have positive impacts on the business in the long run as your consumers not only take home a brand that fulfills a functional role, but that says something about them when making their choice and gives them a conversation to the world.
The key to purposeful marketing is consistency
Transparency is now the rule when establishing communication with the consumer. There is no room to escape it since any user can search for information about your business in seconds.
It is essential that your brand clearly establishes the values that govern it, both internally and externally.
The key to bringing this to communication is consistency. A brand that advocates for the environment should not use ingredients or processes that have a negative effect on nature; another that makes a statement about gender equality should have internal protocols to address this problem.
Transparency with the consumer is what will set the pace of the change you want to achieve, and the consumer is listening. According to a study by Accenture, 62% of buyers around the world want companies and their brands to take a position on social, cultural, environmental and political issues that are close to them.
“Transparency with the consumer is what will set the pace of the change you want to achieve, and the consumer is listening.”
Brand Purpose ≠ Stance on Causes
Following the rise of movements such as #MeToo, Black Lives Matter or “A Day Without Them” in Mexico, many brands have been pressured to take a stand, under the demand of a consumer who seeks actions in line with their interests. A statement may be sensitive in the public eye, but it helps to give visibility to issues and open discussions in more homes.
Your brand's purpose is much more than just ignoring opinions. It is essential to identify the spaces in which your business can have a direct impact on communities, influence your consumer's thinking, or modify established models and stereotypes in your category. The results may be controversial, but of great value for the brand to stand out in the conversation.
Even brand stances that seem to go against your business can have a positive impact. A good example of this is WeTransfer’s “Please Leave” campaign , which invited us to reflect on the time we spend connected to technology. When a brand of this category tells you to disconnect (and gives you tools to do so) it generates a disruptive and differentiated conversation.
Sometimes such a short question can generate a great debate for a Brand Manager or communication agency. Purpose-based marketing is not new, but in times of crisis it takes on greater relevance.
hong kong telegram mobile phone number list
A generation of consumers with more social awareness
We are facing a new reality in which the consumer has more than just one or two options at the shelf. Connectivity allows them to choose from brands from all over the world from the comfort of their couch, and differentiating your product brings a greater challenge that cannot be solved only with functional attributes or an eye-catching promotion.
According to a study conducted by IBM , consumers are willing to pay more for authentic, transparent brands with a positive impact on the environment. This requires brands to thoroughly review their actions, ranging from their production processes, social responsibility, and even social causes and movements they could be part of.
“Consumers are willing to pay more for brands that are authentic, transparent and have a positive impact on the environment.”
The investment of time and effort is challenging, but it can definitely have positive impacts on the business in the long run as your consumers not only take home a brand that fulfills a functional role, but that says something about them when making their choice and gives them a conversation to the world.
The key to purposeful marketing is consistency
Transparency is now the rule when establishing communication with the consumer. There is no room to escape it since any user can search for information about your business in seconds.
It is essential that your brand clearly establishes the values that govern it, both internally and externally.
The key to bringing this to communication is consistency. A brand that advocates for the environment should not use ingredients or processes that have a negative effect on nature; another that makes a statement about gender equality should have internal protocols to address this problem.
Transparency with the consumer is what will set the pace of the change you want to achieve, and the consumer is listening. According to a study by Accenture, 62% of buyers around the world want companies and their brands to take a position on social, cultural, environmental and political issues that are close to them.
“Transparency with the consumer is what will set the pace of the change you want to achieve, and the consumer is listening.”
Brand Purpose ≠ Stance on Causes
Following the rise of movements such as #MeToo, Black Lives Matter or “A Day Without Them” in Mexico, many brands have been pressured to take a stand, under the demand of a consumer who seeks actions in line with their interests. A statement may be sensitive in the public eye, but it helps to give visibility to issues and open discussions in more homes.
Your brand's purpose is much more than just ignoring opinions. It is essential to identify the spaces in which your business can have a direct impact on communities, influence your consumer's thinking, or modify established models and stereotypes in your category. The results may be controversial, but of great value for the brand to stand out in the conversation.
Even brand stances that seem to go against your business can have a positive impact. A good example of this is WeTransfer’s “Please Leave” campaign , which invited us to reflect on the time we spend connected to technology. When a brand of this category tells you to disconnect (and gives you tools to do so) it generates a disruptive and differentiated conversation.