With public trust at an all time low and younger consumers actively boycotting brands that do not align with their values, it's never been more important for your brand to have a purpose beyond the bottom line. Civic brands are on the rise, with an agenda to improve their communities' lives and make the world a better place. This is because people no longer want to spend their time and money on a brand that doesn't have a rapport and relationship with their customers or a cognisance of wider issues.
See below for our tips on how to bring purpose to your brand:
– The purpose must align with the culture and values of your brand
– Do not go more than two or three degrees of separation from the core business idea to ensure authenticity
– Ensure your purpose is commercially viable but also positive for your customers' lives.
– If you are unsure where to start, begin by identifying the "enemy" so you can work against it for the better, i.e. "we are against close-minded thinking"
Brand purpose not only benefits external stakeholders in your business, such as customers, but internal ones too. It can focus your team and give them a reason to come into work every day beyond their paycheck. You may also find that a sense of improving the world and bringing awareness to local issues will guide your decision-making, making it even more ethical and considerate of the needs and wants of your target market. These increasingly informed decisions will then help you to connect more authentically with your audience and build relationships that will stand the test of time.
Consider what your brand stands for and how it is able to champion a cause that is important to you and your business.