Brand purpose is your brand's superpower. It's the reason why a company or a brand exists and the seed of what makes your brand relevant and necessary to consumers.
COVID-19, the climate crisis and many other important factors have heightened the focus on shared social responsibility. Consumers are feeling compelled, and empowered, to make change happen.
People are increasingly shifting their time, money and attention toward brands that share their personal values and can connect with them on a deeper level.
Whatever your brand purpose may be, it must help the overall good of society, sit at the heart of your organisation and be used to direct important business decisions.
Your purpose may be related to important principles such as health and wellbeing, environmental and sustainability issues or challenge ethical and political standards.
COVID-19 has been a catalyst for changing the way the world works; more and more, conscious consumers are being drawn towards companies who operate with meaning, honesty and integrity.
driven brand purpose?
81% of consumers agreed that they must be able to trust the brand that they are purchasing from and are less driven by brands selling passion or image.
71% expressed that brands and companies that place profits before people during COVID-19 are likely to lose their trust forever.
A staggering 90% of consumers believe that brands should be doing everything possible to protect the well-being and financial security of employees as well as suppliers. They feel brands have a responsibility to bring people together through genuine emotional connection.
Building brand purpose into the foundation of your business can make the difference between surviving and thriving.
Brand purpose breathes life into your company.
Brand purpose gives consumers, employees and stakeholders a clear understanding of who you are and what you believe in.
Brand purpose provides an opportunity to make consumers and employees feel like they are part of something bigger.
Brand purpose supports your brand position. People want to buy from companies that genuinely care. They want their personal decisions to contribute to society and make a positive impact on the world as a whole.
Brand purpose can be a driving force for success; it can contribute to building emotional relationships, stronger brand affinity and achieve greater sales and customer loyalty.
Brand purpose can differentiate your business from your competitors and support powerful purpose-driven marketing strategies.
WHO GIVES A CRAP
Are the best companies
Data tells us that some of the best-performing businesses are the ones driven by brand purpose.
Your brand purpose is the beating heart of your organisation and the reason why you do what you do.
Simon Sinek, the godfather of brand purpose, outlines brand purpose as "holding a vision of the world you want to live in and using your company to advance that cause."
Your brand purpose sets out how your company intends to change the world for the better.
Whether your purpose is focused on social or environmental change, in order to be successful, the ideology of your purpose must run in the veins of your brand image.
Your brand purpose must be woven into best practices, purpose-driven marketing strategies and communications both inside and outside your organisation.
What is the
While brand purpose is not new to businesses and marketers, it's certainly not just another fancy fad or fast trend either.
Prior to COVID-19, Deloitte's '2020 Global Marketing Trends: Bringing Authenticity to our Digital Age' report identifies purpose in business as the vital ingredient for all contemporary brands and businesses.
Deloitte's survey also revealed that more than 80% of consumers would be willing to pay more for products and services from brands that offer greater environmental and social responsibility or pay higher wages to their employees.
As lockdown restrictions begin to ease and companies begin to pick up the pace, we believe businesses and brands will turn to brand purpose marketing strategies and purpose-driven communications to guide them into the next phase of the marketplace, and, ultimately, towards being more successful if their purpose is authentic and executed correctly.
"Purpose-driven companies witness higher market share gains and grow on average three times faster than their competitors, all the while achieving higher employee and customer satisfaction."
Deloitte: 2020 Global Marketing Trends: Bringing Authenticity to our Digital Age
with a brand
purpose marketing agency?
Created by Founder & CMO, Lindsay Grace Kinniburgh, Outsourced imagination is a purpose-driven marketing agency inspiring businesses and brands to 'grow for good'.
There are many benefits to working with a brand purpose marketing agency. Choosing to partner with Outsourced imagination means:
We help you get to the heart of your brand purpose
We develop your brand purpose marketing strategy
We focus on smart marketing campaigns curated with kindness
We create communications designed to connect your purpose with all stakeholders.
We provide reporting and believe in measurable results
Plus much much more...
As a global brand purpose marketing agency, we provide strategic marketing solutions to companies worldwide, from the UK and Europe to Australia, the US and South-East Asia.
Want to know more?