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In today's business landscape, purpose-driven brands are becoming increasingly popular. Consumers want to know that the companies they support have a larger mission beyond just making a profit. A brand's purpose can help it stand out from the competition, build trust with customers, and create a loyal following. In this blog post, we'll explore the importance of purpose-driven brand building and provide tips for how to connect with your audience.
With more and more companies claiming to be “purpose-driven”, the actual meaning can be lost in the crowd. So - let us define it for you. Purpose-driven brand building is the process of creating a brand that has a clear mission beyond just making money. It’s when entrepreneurs and business owners commit to their values and purpose, stand for something, and have a larger goal that they are working towards.
There are several reasons why purpose-driven brand building is important:
In today's crowded marketplace, it's important to have something that helps you be different. If you sell clothes, it’s not enough to have pretty clothes - because there are a dime a dozen clothing brands. But if you are a sustainable, small batch producing clothing brand that supports divorced or widowed artisanal women in Latin America, your brand stands apart.
A recent global study found that consumers are 4.1 times more likely to trust a brand that is purpose driven. This is because if you can exemplify that you have a goal larger than just making money, it also suggests that you care about your products, employees, and ultimately consumers.
The same study found that consumers are 4.5 times more likely to recommend (champion) the brand to friends and family. By supporting a brand that is aligned with their own values, a customer begins to identify with it. As it becomes a greater part of their identity, customers will become not just followers but advocates for the brand.
There’s no point trying to pretend - the audience will see right through you. So when designing your brand and your values, be careful and diligent and create your purpose around your authentic self. If you care truly about helping underprivileged children in foster care, there is no point trying to focus on sustainability just because it is trending.
Shout out your purpose. On your website, social media channels, or when just speaking to customers. There is SO much content out there, that it is absolutely essential for yours to cut through the clutter and be easily accessible to customers. This will help consumers understand what your brand stands for and why they should support you.
Use social media and other channels to engage with your audience and show them how your brand is working towards its purpose. This could include sharing behind-the-scenes photos or stories, or highlighting the impact that your brand is making.
Find partners that share your values and purpose. First, this is a wonderful way to understand the intricacies of achieving your purpose - you can’t do it all alone. It is also a great signal to potential customers, especially if it's a recognizable organization such as WWF or the B-Corp certification. It is also a great way to amplify your message and connect with a wider audience.
Finally, make sure that you're measuring the impact that your brand is making towards its purpose. This will help you understand what's working and what's not, and make adjustments as needed.
Ultimately, purpose-driven brand building is key to creating a brand that is successful, connects with your audience, and perhaps most importantly, feels authentic to you. Start with finding your “purpose” and only then can you begin the brand building steps. These involve communicating your purpose clearly, engaging with your audience, partnering with like-minded organizations, and measuring your impact. Taking a stand and making a difference doesn’t need to only be for big organizations, multinationals, or governments, it can start with you (and your audience)!
For more advice on brand building, check out our following blogs: