Less sell and more serve

Your brand is more than your logo or your company website. Your “brand” is a series of intangible attributes that define your company.

But what does that really mean? And what is its purpose? 

A consumer in today’s ultra-competitive marketplace isn’t just looking at price when it comes to purchasing a product or service. Your brand’s purpose can help you not only stand out, but also create strong feelings.

We tend to use logic to persuade but emotion to motivate, so your company should use its brand to tell your customers a story. Consumers and digital algorithms are no longer interested in stand-alone products, but rather brands that drive consistent engagement. Some of the most successful campaigns, like “shot on iPhone” from Apple, don’t feature the product but instead focus on a connection with users.

According to Porter Novelli’s 2021 Purpose Perception Study, when a company leads with purpose, people were nearly 80% more likely to want to work for that company; more than three out of four customers said they were more likely to trust that company; and more than 70% expressed feelings of loyalty.

So how do I determine my brand’s purpose?

You might realize your brand’s “purpose” is important, but how to define it can be harder to outline. It’s arguably one of the most important steps for your organization, and it will help drive your company’s mission, vision, and core values.

  1. Ask yourself why you created your product/service. Shift your mindset away from anything related to profit or growth and focus on the need you fill or the appeal you have to your customers.
  2. Think about and define what makes you unique. What are the strengths of your company or organization? Ask how that sets you apart from your competitors. What do your customers get from you that’s different?
  3. Define how you would describe your company to a stranger and be honest. Transparency and authenticity are increasingly important to consumers, especially those Gen-Z customers actively looking for brands dedicated to environmental, political, and social issues facing the world. They are more savvy than previous generations and look for brands that are truthful as much as trendy.
  4. Identify (and stay true to) your target audience. Who are your customers? What do they like? What do they believe in? This is more complicated than how old they might be or what colors they like. How can you connect with them on an emotional level? Understanding the values of your unique audience will create a business-to-consumer relationship rooted in trust and ultimately result in revenue and long-term growth.

Need help defining your purpose? Blue Wagon can provide you with additional resources and expertise in branding, so reach out because our purpose is to support you.