Do you consider purpose-led branding trivial marketing jargon, or a critical component of modern-day branding that marketers must incorporate without delay toward sustaining valuable connections with their customer base? Many brands today are struggling to maintain customer loyalty despite their massive advertising budgets, strong customer service, or even the pursuit of corporate social responsibility (CSR), and that may be attributed to the lack of a brand with a purpose.
The concept means much more than just giving back to the society–it entails a change in the product itself, incorporating an inherent value that can benefit consumers. If the offering provides extra user benefit above the product or service being sold, it inspires an emotional relationship with the consumers. Here are certain crucial ingredients that purpose-led branding should include:
Incorporation of the Macro Landscape
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
The majority of distinctive brands and ground-breaking inventions realized so far can be attributed to solid leadership and a sense of transformative purpose. Purpose-propelled leadership and persuasions may come from different sets of beliefs as well as faith traditions. Likewise, large-scale influences, for example generational attributes of Millennials, may also help cultivate leadership with a purpose.
Infusing Purpose into the Culture and Structure of Your Organization
An organization may deploy numerous teams toward the attainment of various brand-oriented objectives, for example social innovation. Such teams are oftentimes liaising with many, if not all, core departments within the organization. Strive to incorporate all purpose-related attributes into the work of every team. This may be accomplished through the adjustment of your organizational structure and provision of incentives to accelerate the implementation of emerging priorities. Additionally, it helps to handle these teams well in periods of instability or adversity, and have a grasp of how the latest cultural or critical social matters affect worker motivation.
The products delivered in the market should give life to the brand purpose. You should base any strategy and innovation on the purpose, letting its effect last for longer. Goods and services developed this way introduce a stronger connection between brands and customers.
Branding with a purpose is no longer optional in a highly competitive marketplace, especially where customer loyalty is desired.