I read an article recently, titled 10 Ways Today’s Purpose-Driven Brands can Bring Their Core Values to Life. It brought about a way of selling your product through means of promoting social good, and corporate philanthropy. In short, the author states, “emotional impact on your customers will be in direct proportion to the social impact of your purpose. [And the] social impact of your purpose will be in direct proportion to the success of your business.”
By not just focusing on marketing your product as a fulfillment for individual consumer needs and wants, you are opening up opportunity for your company to expand promotion of your product and your company on a universal level. A key factor to emotionally connecting to that of people nationally or across the world, is to strengthen your brand purpose.
A brand purpose is that promise you make to your customers, it tells them what they can count on from your products and your services. It can be as simple as just a differential factor between yourself and competitors, or it could be more. More?
More, as in the ability to market your brand as having values that do not just benefit the everyday, individual consumer. But rather, that your brand holds values that aim to help provide solutions, contribute to environmental betterment, and have a say in social issues seen by the larger community as valuable. Much like the article articulates, “With our planet in a rapid state of decline – climate change, loss of biodiversity, disparity of wealth, obesity, water scarcity, the list goes on – companies will increasingly be viewed as either part of the solution or the problem.”
By taking on a marketing strategy that emphasizes the broader vision, what your brand holds as values, companies are being perceived as becoming “part of the solution”. With a positive image in today’s socially and environmentally conscious society, it is believed that how a company conveys their business’ philanthropic values determines their success. And that this theory of authentically positioning your brand in a way that is meaningful and relevant, has never been so important.
Please refer to the example video below: