Your brand purpose is the reason behind why your business exists when you look beyond simply turning a profit. This purpose should be rooted in your organisation’s core beliefs and the positive impact you aim to have on consumers and the world.
While it doesn’t have to involve grand gestures such as saving the planet, your brand purpose should have meaning and inspire action. It should resonate with your target audience and tell a story about what makes you unique.
How do you identify your brand purpose?
To define your brand purpose, you should determine how you make a difference to other people’s lives or alleviate a pain point. This involves considering your organisation’s history and origin, values, and the needs it meets. From here, you can decide on the messaging you want to use that will resonate with those you want to engage with.
A brand strategy agency, such as www.reallyhelpfulmarketing.co.uk/specialist-services/brand-strategy-agency/, can offer advice if you are struggling to create a clear and compelling purpose from these elements.
The benefits of a clear brand purpose
Having a clear brand purpose gives your business direction and focus and helps you make decisions that align with your values. It also creates a sense of unity and motivation among employees, as they understand that they are contributing to more than just bottom lines.
Additionally, having a strong brand purpose makes you stand out in the marketplace and attract customers who share similar values. These customers are more likely to become loyal advocates and promote your brand.
Why brands are so hard to pin down
Branding began as a way to set one product or service apart from another, mainly through packaging and advertising. Over time it has grown to cover a company’s aims, beliefs and core values, so a brand is now best seen as the sum of everything that makes a company what it is.
That breadth is what makes a brand hard to define, even for large and well established firms. Everyone experiences a brand differently, and what one person sees as a must-use company another sees as take it or leave it. Because brands carry so much emotion, no business can be seen in an equally positive light by everyone. The realistic aim is to appeal to a wide range of people.
Defining a brand means asking searching questions about the business, its ambitions, its target market and its values. Once those answers are clear, the next step is to project the brand consistently to staff and customers.
