Brand purpose: “People don’t buy what you do, they buy why you do it.”
Let’s talk about why your brand needs a purpose. To start with, a brand purpose actually needs to be actionable. It’s all about putting your customers first.
Customer-centric brands and products treat users as humans, engage in a consistent dialog with their audiences, and action on their mission statement.
The best example of how to build your purpose is Simon Sinek’s “Start With Why” TED talk.
“People don’t buy what you do, they buy why you do it.”
What is the higher order reason for your business to exist? It’s not just about making a profit.
Purpose = Why
Vision = Where
Mission = What
Nike’s mission statement is:
“To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”
They make sporting apparel. But they’re much more than that, because they care about how their customers think and feel.
Your brand purpose should not be fluffy and unoriginal.
Can you actually make a positive difference in the lives of your customers? And why are you doing what you're doing? What's your purpose?
What else makes up a brand? Key points to remember:
From visual representation to user experience, consistency is everything. Your brand should be recognisable on any platform, online and offline. Think about your communications. Does each social media post align with your message? Does your website clearly articulate your product or service?
👨👩👧 Humanity + Identity
Values based brands are more approachable. By taking the time to create values, a mission statement, and purpose you have a point of reference to build trust with your customers.
🔓 Accessibility + Agility
From simple checks to ensure your website is mobile friendly, user experience should be paramount. Agility means the ability to change and react to changes in platforms and technologies. Attention on social media platforms shifts daily - an agile brand can react and adjust strategies accordingly.