What’s purpose-led branding–a meaningless marketing catchphrase, or a crucial conception that any brand today has to adopt right away to support closer connections with their customers going forward? A good number of corporations today do not have a purpose-led brand, which may explain their low levels of customer loyalty despite investing heavily in advertising, improving their customer service, or implementing corporate social responsibility(CSR).
The concept means much more than just giving back to the society–it entails a change in the product itself, incorporating an inherent value that can benefit consumers. When a brand delivers more than just the product or service paid for, it creates an emotional tie with users. Read on to learn about important elements of any purpose led branding…
Understanding the Broader Operating Environment
While a branding agency can help, you still need to be familiar with the greater forces at play globally, and to establish the ideal system conditions where a purpose-led company can scale up and flourish. A brand pursuing authentic goals that can change the world should obtain the latest actionable insights concerning key global trends on the economy, tech, society, behavior, environment, and religion. Build your brand on the basis of (or at any rate draw inspiration from) key globally-significant trends or standards, such as the UN Sustainable Development Goals (SDGs).
Have a Purpose-Oriented Leadership
The many unique brands and paradigm-shifting innovations witnessed today are the outcome of leadership with courage and transformative personal purpose. An array of belief systems and faith practices may help build purpose-oriented leadership and influence. Similarly, broader forces, such as the generational traits of Millennials, could influence leadership with a purpose.
Purpose-Oriented Structure and Culture of an Organization
An organization may deploy numerous teams toward the attainment of various brand-oriented objectives, for example social innovation. Ordinarily, the groups have to team up with every other or at least the most critical sections of an corporation. Each purpose-led element should be infused into the tasks of every team. Your organization can do that by reorganizing its structure and offering incentives to ensure evolved priorities are optimally executed. It is also important to manage such teams well during uncertainty or hardship, and develop an understanding of the impact of new cultural trends and current hot-button social issues on employee morale.
Invention With a Purpose
The purpose of a brand must be evident in the goods or services offered. Tacticts and innovation should draw inspiration from the purpose, which helps prolong its relevance over time. Products created this way provide new levels of connectivity between brands and customers.
Purposeful branding is an essential catalyst of competitiveness in the market today, if you value customer loyalty.