Purpose is key to a powerful brand
The days of telling your audiences your business, product, service or organisation is the best thing since sliced bread are well and truly over. In fact, that concept probably ended when Apple famously launched its ‘Think Different’ campaign in 1997. You’ll still find that campaign message on some Apple products demonstrating its power.
But as consumers, we’re continually bombarded with brand messages and not all of them well thought out, plus we’re much savvier about who we want to engage with. We’re just not that easily won over anymore.
We want to know what a brand stands for and if it resonates with our individual values and needs. It’s so important that when looking to engage with your audiences, your purpose and brand messages are authentic and born from a profound meaning or purpose.
Brands that communicate their purpose are arguably more successful in engaging with their audiences, and it’s not just the preserve of big brands. Organisations and companies across the county are realising that defining a purpose helps cultivate a competitive edge and creates a point of difference. A brand purpose has to be genuine though because consumers can see through the hasty box ticked brand message.
People are more likely to buy in when they understand the ‘why’ behind it.
It’s not new thinking and if you want to know more about this, then have a read of Simon Sinek’s book, Start With Why, which he wrote over 11 years ago. In it, he says that people are more likely to buy into a product, service, cause or movement when they understand the ‘why’ behind it.
It’s a powerful concept, but it doesn’t stop there. Once you’ve defined your ‘why’ or purpose, it’ll need to play a central function in shaping your brand messages and what you want to be known for.
At Limitless, we’re big on this. Before devising a brand communications strategy, we help clients define and shape their purpose and then pinpoint what they want to be known for. Based on research and audience profiling, we design and deliver strategies that help clients achieve their communication objectives.
The key is not to get focussed on what marketing tactic or vehicle you should be using from the outset as that comes after you’ve defined your purpose and what you want people to know. Campaigns that have a purpose at the centre are more meaningful and have a greater impact in building value and strength in your brand.
Think about it. What’s your purpose? What do you want to be known for?
- To read this feature in full and access further Lancashire business news, advice and analysis subscribe to Lancashire Business View magazine or join the LBV Hub from just £2.50 per month. Click here to subscribe now.