What comes to mind when you hear or see the words 'brand' and 'purpose'? Why are they so essential to the success of a business?
A brand is the identity of one’s business. It is what catches the attention of your ideal clients. A purpose is the reason for the existence of your product or service and why consumers should pay attention to what you have to offer. It is a problem that your business is solving or the need being met in society. A purpose has to inform the brand. A successful business has a strong brand that clearly shows its motivation.
Here are five benefits of a brand purpose;
1. Creates a Sense of Direction
A brand purpose informs the end goal of your business. It enables you to plan and strategize in a way that helps you achieve the set goals.
A thriving brand purpose keeps you and your employees on track. Everyone knows what is required of them. A clear goal creates discipline and consistency, and eventually, growth.
3. Employee’s Loyalty.
Employees will work efficiently in a highly motivated environment. A powerful brand purpose allows them to know their value in your business. They will want to work with your brand longer to help you achieve the set goals.
4. Customer Loyalty.
A good brand purpose will appeal to most clients. They will want to be associated with you and be part of what you are doing in society. It makes them feel that they are part of a great course and, therefore, keep buying from your brand.
5. Competitive Edge
Your brand is what makes you stand out in a saturated market. It is what will make customers choose to buy from you even when the options are many. Having a solid brand purpose that stands out in society will give you a competitive advantage over your competitors.
Here are some guidelines to creating a solid brand purpose;
You must find a strong need or problem that your brand will solve. Find out what issues you can solve in society. Such solutions will attract a good audience who will want to support your course.
While researching, lookout for something that is not too common. Create a unique plan or solution that will appeal to most people.
It would help if you didn't stretch your brand purpose too far. The truth is, you cannot solve all the problems, therefore having a specific purpose is necessary. It enables you to focus on a particular goal and achieve more.
Good communication of your brand purpose is what makes it successful. It stops being just a goal, but people start buying into it. Your employees and target audience will only take part when they are well informed. You can achieve this through proper marketing strategies.
A strong, unique and well-communicated brand purpose is the heart of any successful entity. You must be very clear and intentional when creating it. You can check out StrawberryFrog's purpose branding strategy and learn more about purpose branding.