We live in a world of constant change, where new trends are emerging, populations are booming, and technology is advancing. While advertising will always be cemented in brand essence and strategy, businesses are increasingly being challenged to permeate greater purpose into their campaigns - and marketers are being encouraged to evolve and adapt.
To define Brand Purpose, we should start by saying that it should never be an afterthought. Purpose is not a concept created by marketers - it’s the very foundation, or existing basis of a brand, which should have always been there. Purpose-driven brands are already well versed in their brand story and avenues to encourage change, and know that this purpose will consumer connection.
Jeff Bezos, founder of Amazon.com, once famously said that “A brand is what others say about you when you leave the room”, and this sums up the whole discussion of brand purpose almost perfectly. If you can add purpose to your brand that makes people discuss it positively when you leave the room, then you’re being smart. Increasingly, we choose to buy products not for what they are - but what they mean to us. It’s been proven that if a brand they aligns with our beliefs or values, then we’ll be more likely to buy their products and services.
In terms of its relevance to the here and now? That can be explained with cold, hard, data. Ensuring a sense of brand purpose and value from the top down, respecting consumers and building an empowered business are essential to surviving the onslaught of modern customer expectations. A recent study found that 75% of consumers worldwide expect brands to contribute to their well-being and quality of life.
You can get that brand purpose directly from a product - but standing for something bigger seeks to express a purpose about consumer needs that mesh with who you really are. Take, for example, Apple’s 2018 Launch of Screen Time. Screen time gives users a detailed breakdown of how much time they spend on their phones and on each app, allowing people to set goals to reduce their usage and in the process truly empowering their customers - demonstrating at its core the company is concerned about its purpose in its customers lives. If Apple succeeds in reducing users’ screen time by fifteen minutes a day, they will prove their own brand purpose by taking more than one billion user hours per week out of the ad ecosystem and giving this time back to their customers.
The point of all of this is to make sure your brand’s higher purpose is aligned with what you truly stand for as a brand. So - what do you stand for? Really stand for? More and more, it looks like it’s worth spending the time to work that out - and then tell people. At Collaborative Marketing, we’re more than happy to help you explore that. Drop us a line at firstname.lastname@example.org and let us help express your brand purpose through your marketing channels.