What is your brand purpose?
It is easy to assume that a brand’s purpose is tied to the financial outcomes it has. It can not be denied that financial outcomes are important to sustain the business, empower human capital and contribute to social good in the host communities. However, while financial outcomes are good, they can not solely define a brand’s purpose.
A brand’s purpose is defined by its reason for being beyond buying and selling. To clearly define your brand’s purpose, the brand owner must be able to state the difference the brand intends to make in the world or in its niche. Simply put, what problems does the brand or entity exist to solve? When this question is answered correctly, you would have clearly mapped out the brand purpose.
See the excerpt below from an article by Forbes on Defining Your Brand’s Purpose
To start defining a brand’s purpose, we need to shift our mindset to consider the emotional connection your brand has with your audience — the reason why your brand exists. For example, to solve an existing problem or make the lives of your end users better or easier. Consider how your brand, product or service makes a difference in the lives of the person who is using it. That is your brand’s purpose.
Defining your brand’s purpose should be the first step your company takes even before the vision, mission and values are crafted. The brand purpose should be used to define not only these things but everything that your company does moving forward — from hiring to marketing.
No business, organization or institution exists in a vacuum. They all exist to offer a service that can solve problems.
A brand purpose is one of several elements of a brand strategy. Sola Abulu, our principal consultant defines a brand strategy below:
It is the process by which you take the elements of the framework and purposefully construct it together to build a brand narrative/vision/identity that becomes the story of who you are, where you came from, what you aim to do and why. It also gives insight into motivations, values and intent. And it is derived from the business strategy.
You can catch up on the full article here.
Every brand needs to be proactively preserved because it encapsulates the value that the market places on a business or organization. Hence, the founder, business leaders and executive officers, must be clear on how they want to be perceived in order for the message to be communicated clearly in a manner that is top-of-the-mind
Are you a communications professional or business leader with a responsibility to develop and support new business development and brand strategy? You might want to check out our 3rd training cohort of the Brand Strategy and Marketing Communications Course coming up on March 27. We are currently running a 10% Discount which ends on March 14, 2025. To join this live virtual cohort-register here.
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Sola Abulu & Associates is a strategy and communications consulting and training firm committed to enabling businesses, brands and organizations to achieve their objectives through strategic communications, organizational effectiveness and reputation risk management
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