When defining a brand’s purpose, one must think back and ask the tough question: why wasthe product/service was created? “To make money” is no longer a feasible answer in today’s saturated marketplace.
Once you have clarity on your brand’s purpose and why your product or service is needed, next identify the strengths and attributes that make it unique among competitors. Then, shift your mindset to the emotional appeal and storytelling of the product or service.
Although this may sound easy, how you use your brand’s purpose is crucial throughout the duration of your brand. It must be authentic and not appear hollow or gimmicky to your intended audience. Transparency and authenticity are increasingly becoming a crucial part of brand image and credibility. Consumers, especially Gen-Z, search for solutions to the social, environmental, and political issues impacting the world, so it is important brands be honest about their products and/or services and how they make an impact.
Socially responsible marketing has become one of the most effective ways to connect with consumers who want their purchases to make a difference. Understanding the values of your target market and maintaining authenticity in your brand’s purpose will create a business-to-consumer relationship rooted in trust and ultimately result in revenue.
We are not suggesting you “pull a Patagonia” and give away your company for your core values. You can start small and still see big results.
Learn more in our next blog about how to resonate with your youngest consumers, Gen-Z.