Building A Purpose-Driven Brand

Brands can naturally exhibit qualities such as transparency, and authenticity by being driven by a strong purpose to build consumer trust.

What Is A Purpose-Driven Brand

A purpose-driven brand is one that is driven by values, beliefs, and actions that allow it to achieve its business goals using methods that are in line with those values and beliefs. The purpose is the brand’s identity. It is the ‘why’ in Simon Sinek’s Golden Circle. Today, businesses are more open about communicating their purpose to their customers to make deeper, more meaningful connections. Read on below to understand some of the qualities of a purpose-driven brand:

Qualities Of A Purpose-Driven Brand

Authenticity

Brands that focus on a specific purpose exhibit authenticity in whatever they do. Take Apple for instance. For years they have focused on the slogan ‘Think Different’ and have successfully revolutionized consumer-grade technology over 3 times. By focusing on a different customer experience that helps in both work and entertainment, Apple has become one of the top 3 most valued companies in the world.

Transparency

Transparency is a major quality of all purpose-driven brands. By maintaining clear communication with their customers, they allow a medium of trust to be built with them. Customers feel connected to brands that are transparent in their supply chains, their methods, and in some cases: their global impact.

Benefits Over Profits

Brands driven by purpose are driven by delivering their customers benefits over profits. It doesn’t mean that they make less profit. They end up making more profits because of the trust they build with the consumer base. 

Purpose-driven brands exhibit a consistent style that customers can subconsciously pick up. It also helps brands maintain their communication style in their marketing efforts, which adds up over time to build an authentic rapport. 

Demonstration Of Beliefs Through Action

Last but not least, purpose-driven brands, demonstrate their core beliefs through action. People trust brands like Tesla because they have seen companies work toward bringing an end to the use of fossil fuels.

How To Build A Purpose-Driven Brand

To build a purpose-driven brand, you need to define what your purpose is. The purpose should be customer-focused. Understanding what drives your business and the core problems it solves for its customers can help you understand the purpose it serves in their lives.

Storytelling is at the core of building a purpose-driven brand. Consumers’ brains are wired to respond to emotion rather than factual information. Base your brand’s story around the principles around which it was founded.

Brands are expected to share their collective opinions regarding social issues. All purpose-driven brands focus on promoting social causes to make the world a better place. These causes include animal rights, sustainability, environmental protection and conservation, anti-racism, inclusiveness, and human rights.

At Mahdlo, we provide businesses with competitive CRO and CMO services that allow you to stay competitive and innovative as you scale your business. Contact us if you’re curious to learn more about how our experts can help you enhance your marketing efforts, or schedule a free, no-obligation consultation now if you’re ready to dive in as soon as possible.

Craig A Oldham

Craig A Oldham

Presently, Craig leads a marketing consulting practice advising companies and CEOs on how to drive incremental value through digital marketing innovation. He is widely acknowledged both as a change agent, and for his digital marketing expertise. Previously, he commanded senior marketing posts at several leading consumer, B2B, and financial services companies. His contributions have been within telecom, insurance, financial services, software, advertising, and non-profit sectors.
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