Beyond making money, the brand purpose is the reason for a brand’s existence. If you want a truly compelling brand purpose, it must be connected to the product or service. If you work in education, for example, your goal might be to help children and shape their career path. A brand’s purpose engages customers on a deeper human level. A brand purpose is defined as product-led initiatives that aim to achieve business goals while also contributing to sustainable development.

Dove is the greatest example of purposeful branding. Here’s why: Because their mission incorporates much more than just selling soap and hygiene products. Dove’s #speakbeautiful campaign aims to help girls feel empowered in their own beauty. Women frequently post negative comments about their appearance on social media. The #speakbeautiful movement encourages these women to post positive stuff about themselves and others on social media. Is this profitable for Dove? Not in a direct way. However, it makes their brand more approachable. It’s a goal that everyone can associate with. It’s a fantastic way for Dove to have a positive impact on the world while also making money. ‘Motivatin’, ‘Goodbuzzin’ Brand with a Purpose! Right!

Every step of a well-thought-out brand purpose should keep the customer in mind. Remember that the ultimate objective is to emotionally connect with customers, creating your brand a more favorable option. It also gives employees a greater sense of purpose and meaning in their work, which leads to improved performance and work motivation. There are many different ways to study about your customer, including quantitative and qualitative methods, as well as passive and active methods. Demographics and psychographics are two types of customer data that are frequently used in market research. 

The attitudes, interests, personalities, values, opinions, and lifestyles of your target market are known as psychographics. Psychographics are extremely useful in marketing, but they can also be used in opinion research, forecasting, and other types of social research. Psychographics are largely neglected. They can, however, be immensely important. People buy for a variety of reasons, according to psychographics. They aid in the creation of responsive user personas. They assist you in designing the right message and placing it in the appropriate location. They’re less definitive and clean, but they’re extremely useful for marketers.

A brand’s relationship with its customers is known to yield positive results for both parties. Consumers form relationships with a variety of brands, viewing them as relationships. In the minds of consumers, brands have been humanized, and as a result, they have symbolic significance as well as social and cultural value beyond the functional benefits. Branding concepts such as brand loyalty, brand satisfaction, brand trust, and brand personality have all been studied in relation to the consumer-brand relationship. The new consumer isn’t interested in how products are made; instead, they assess them on their essential value. The fundamental basis for initiating to create a brand is having a high-quality product. Your product’s effectiveness will make sure that your customers stay committed to your company/brand only.  According to research, good branding will encourage customers to buy products, as nearly half of consumers say that they consider becoming more loyal to a brand after their first purchase. 

The goal of every business nowadays is to establish a brand in the marketplace. THE BRANDING PROCESS IS INTENDED TO INCREASE AWARENESS AND LOYALTY. A strong brand communicates what you do, how you do it, and establishes confidence and commitment with your target audience and customers all at the same time. Your brand is a promise you make to your customers and audience about your products, services, and business.

BUT

YOUR BRAND DOESN’T MEAN WHAT YOU SAY. IT’S EXACTLY WHAT THE CUSTOMER SAYS.

It’s not just about your company’s name, logo, and visual appeal when it comes to branding. It’s also about your company’s values, the way its products and services are advertised, and your reputation. Marty Neumeier says, “A Brand is a person’s gut feeling about a product, service or company.”

Your brand is the image you project to your customers and audience. As a result, if the quality of your products or services is poor, people will perceive your brand in that light.

Lush: Lush, a fresh, handmade cosmetics company based in Dorset, England, is a strong advocate for brand purpose. They exist for the purpose of ‘we believe,’ and have spoken out on a variety of issues that they care about, such as animal testing and ethical purchasing. Lush, despite having no global advertising policy, has perfected brand loyalty. Other mediums, such as their website, stores, and packaging, are used to convey their message. They trust in organic marketing, starting with their own employees as brand ambassadors and 4 million Instagram followers. They use hashtags and posts to interact with their audience online, which is crucial when marketing to Generation Z, who comprise the majority of their customer base. Consumers have responded positively to this, making them feel as if they are a part of a huge cause and radical transformation.

Starbucks: Customers are under increasing pressure to complete tasks in a short amount of time. This is particularly the case for a significant portion of Starbucks customers. Starbucks has adjusted its operations and marketing strategy to better balance performance and quality by focusing on this customer need. However, they must do so while maintaining all of the customization options that customers have come to expect over time. Starbucks’ loyalty programme is one of the key methods that has made efficiency possible without sacrificing the quality of its product or service. Starbucks’ loyalty programme offers in-store pickup as well as a variety of discounts and other incentives to encourage repeat visits. This is a significant value-add for customers who want to avoid delays caused by lines. Members who use the app have access to the same level of customization available in-store, as well as the ability to skip the line and pick up their drink at a predetermined time. While these customers benefit from speedy service, other customers who are less time-sensitive can still enjoy Starbucks at a slower pace. Starbucks used its loyalty scheme to meet the needs of its on-the-go customers. Starbucks is the most popular app among major restaurants as a result of this strategy, with 48% of app users using their loyalty apps on a regular basis.

So, you’ve decided on the purpose of your brand. So, what’s next? It’s now time to tell everyone about it. Most brands choose to communicate their purpose in a way that engages and inspires customers through imagery and campaigns rather than explicitly stating it. Your media communication, website, and print marketing platforms must all be uniform and communicate the same message. You can now start creating marketing campaigns based on your purpose, based on your strategy and the size of your company. Taglines are an excellent way to get people’s attention and show them where you’re going. ‘You are more beautiful than you think,’ says Dove. If you’re a small business without campaigns, your brand’s purpose can be communicated through social media and your office environment.

We understand that finding a brand’s purpose isn’t easy, but the end result is an influential one: connecting with customers on a human level. They recognize themselves in the brand, resulting in brand ambassadors who will tell their friends and family about you, resulting in repeat business and a significantly bigger following. For all of these reasons, we believe that all businesses should invest in brand purpose.

Aim to create an emotional connection with your customers and inspire brand loyalty when defining your own brand purpose. But the story does not end there. To make sure your strategy’s long-term viability, relevance, and success, it will need to be supervised and evaluated.

Still in doubt? No worries, you can speak with us and we will assist you in every possible way. Contact us today! Visit our website for more information.