A blooming brand has a meaningful, inspiring purpose
One of the first steps of creating your brand strategy, is to have a clear purpose.
Your purpose is the reason why you exist but it is not profit-driven. It relates to a higher order or cause.
Very few organisations know WHY they do WHAT they do. Knowing the deeper WHY is the foundation from which to build your brand. It's also the way to attract and inspire your ideal customer. It's you brand purpose that makes customers care, and when it's a well-meaning one, they'll want you to succeed. Even go out of their way to share your story and get others to support you.
A succinct, well-articulated brand purpose, that everyone in the company believes in, is crucial.
If you're still confused about what a purpose is, I’ll give you some examples.
Tesla’s purpose is “to accelerate the world’s transition to sustainable transport”.
Founder, Elon Musk, cared so much about a cleaner world, he wanted to create a car that was more sustainable and environmentally friendly.
Google's purpose is "to organize the world’s information and make it universally accessible and useful.” When you consider a google search delivers you thousands of results in under a second, I think they are doing a pretty good job at this. Previously you would have to go to a library and look it up, so they have certainly made it more efficient and accessible.
Non-for-profit, 'Thank You', brings consumers a product choice that exists for one purpose only; "to help create a world where not one person lives in extreme poverty." Through producing a world-class product that the world consumes they are able to redistribute the wealth.
The funding gap to end extreme poverty by 2030 is estimated at US$2.5 trillion dollars a year. Meanwhile, consumer spending totals around US$63 trillion a year. Now this is a grand purpose, with a lofty goal, but I do find myself purchasing their hand soap because of the great cause. And many others do the same.
And at Fruitful group our purpose is "to educate and empower entrepreneurs to positively impact lives." We're all about positive impact. Your success is our success.
If your business helps people or the planet, we want to help. Whether you improve health, mental health, education, sustainability, relationships or even wealth creation to give people financial freedom, we support you by growing your brand and impact with proven fruitful foundations and strategies.
So what’s your brand purpose?
Some questions you can ask yourself:
Why did you start this business?
What problem did you have?
What is your background story?
Who do you want to help?
What impact or legacy do you want to leave?
When you have a clear why, you'll still be motivated to perform on the tough days, you'll build loyalty from your customers, brand advocates in your team and you'll build a brand that is going to have sustainable growth and leave a legacy.
Tell us your purpose in the comments.
You can get full access to our fruitful branding blueprint in our recently released eBook. Available now in the fruitful shop. Or if you'd rather leave your branding to the experts, please give us a call or book a free consult here.
"There are millions of brands competing for customer's attention. The ones with the most attention have a brand purpose that stands for something." Justin J Dunn
