What’s purpose-led branding–a meaningless marketing catchphrase, or a crucial conception that any brand today has to adopt right away to support closer connections with their customers going forward? A good number of corporations today do not have a purpose-led brand, which may explain their low levels of customer loyalty despite investing heavily in advertising, improving their customer service, or implementing corporate social responsibility(CSR).
The idea is deeper than the notion of giving back to the community–it necessitates the development of an improved product with an intrinsic benefit that consumers can utilize. If the offering provides extra user benefit above the product or service being sold, it inspires an emotional relationship with the consumers. This article looks at some critical components of purpose led branding…
Synchrony With the Broader Picture
You do well to embrace branding consulting, but start with a solid perception of the major dynamics shaping the world and create a system environment suitable for the scaling and growth of a purpose-led business. If your brand’s objectives have realistic world-changing ramifications, you have to stay abreast of meaningful insights into major economical, technological, social, behavioral, and religious tendencies or patterns. Be sure to base your strategy on, or at least have knowledge of, major developments with a global impact, for example the UN Sustainable Development Goals (SDGs).
Strive for Leadership With a Purpose
Individuals with a transformative purpose as well as bold leadership are behind most of the outstanding brands and revolutionary inventions existing today. An array of belief systems and faith practices may help build purpose-oriented leadership and influence. Likewise, large-scale influences, for example generational attributes of Millennials, may also help cultivate leadership with a purpose.
Purpose-Oriented Structure and Culture of an Organization
An organization may deploy numerous teams toward the attainment of various brand-oriented objectives, for example social innovation. Typically, these teams have to constantly collaborate with all or at least a few of the organization’s essential functions. Every purpose-oriented aspect must be integrated into each team’s mandate. This may be accomplished through the adjustment of your organizational structure and provision of incentives to accelerate the implementation of emerging priorities. It is also important to manage such teams well during uncertainty or hardship, and develop an understanding of the impact of new cultural trends and current hot-button social issues on employee morale.
Invention With a Purpose
A brand should embed its purpose into the products it’s offering for sale. The purpose should guide strategy and innovation, for its impact to be felt for a long time. Products created this way provide new levels of connectivity between brands and customers.
Branding with a purpose is no longer optional in a highly competitive marketplace, especially where customer loyalty is desired.