Does Your Brand Have Purpose?

As your brand competes for market share with an ever-growing list of competitors, what can you do to differentiate yourself? In today’s marketplace, your USP or unique selling proposition, doesn’t represent the real heart of your brand. You need a space you can own. One that creates a tried-and-true connection with your prospective customer.

Today’s successful brands need a purpose. A growing number of consumers consider brand purpose a very important factor when they decide to buy your product or service. In other words, you need to create a meaningful connection with your audience. Something that aligns with your values and engages your audience on an emotional level.

Your brand purpose is your reason for being. It’s all about identifying and capturing the passion, the essence of why your brand exists. You should ask yourself, “What is it your brand is selling or providing customers?” You must be clear about who you are and what you do and stand for as a brand. Simon Sinek, author of the best-selling novel, Start With Why, says that people don’t buy “what you do,” they buy “why you do it.” Said another way, it’s the purpose behind your product or service.

A brand that is purpose driven stands for something and always puts its customers first. Hence, customers are at the forefront of your decisions. Your purpose also determines your relevance to your target audience. Look closely at those who believe in your brand and use those perceptions to determine your brand’s purpose.

Here are a couple of examples of brand purpose for two well-known and respected brands, For Dove, it is all about supporting and improving the self-esteem and confidence of women. For Range Rover, it’s giving their customers the opportunity to feed their natural sense of adventure.

So, you might be asking, “Why should my brand have a purpose?” For one, it adds value to the lives of your customers. Two, it builds a more lasting emotional relationship between brand and buyer, thus increasing sales and loyalty. And three, it’s a surefire way to differentiate your brand among your competitors. Building your product or service around your values and purpose is simply good for business.

Like to discover your brand’s unique purpose? Get in touch with John Wagoner, our Brand Strategist & Account Supervisor. Email or call: jwagoner@maycreate.com or (423) 255-9961.