A brand is a lot like a person – if it doesn’t have a point of view, it isn’t very interesting. As a brand, you can achieve great persona by obsessing about one big idea: your purpose. And the more unique and sincere this purpose is, the more more people will switch to your brand. Purpose is your company’s compass and has many benefits: employee engagement is higher, competition is less threatening, customers are more loyal, and innovation flows.
Simply put, purpose is a definitive statement about the difference you are trying to make in the world. It’s your reason for being that goes beyond making money – and it almost results in making more money than you ever thought possible. Especially during times of great economic uncertainty, purpose is the key to creating and maintaining a high performing organisation, deserving just as much attention as strategy, execution, and innovation.
A real purpose can’t just be words on paper. It has to get under the skin of every member of your organisation. If you get it right, your people will feel great about what you’re doing, clear about their goals, and excited to get to work every morning.
Purpose is about the structure, nature and the personality of business itself, and incorporates society as a whole. Our role as brand developers is to break out of the confinements of communications and marketing to the bigger, deeper role the brand needs to play in the transformation of society.
Brands must become exceptionally clear and aligned around their core values, purpose and character. So we must communicate and behave in a manner that is consistent with our beliefs. Businesses must define and know their purpose and ensure that any marketing communication aligns with that. ‘Consumers’ need to be treated as people and provided with genuinely useful tools and services. We need to look beyond the value of their latest transaction, towards building lasting relationships.