In some circles there has been discussion around the concept of purpose and its ongoing relevance. Some say it’s a lofty ideal, disconnected with the reality of today’s crowded market and increasingly savvy consumer. Perhaps it’s even a bit arrogant: brands believing their consumers really care that much; making marketers look like they’ve lost touch with consumers.
Intrinsically, though, purpose is all about intent. It’s about focus, consistency and delivering real value – for both businesses and their customers. Indeed, without a clear purpose, brands can fall into the trap of being undefined, under-invested or inconsistent in their actions, causing branding efforts to fail. This isn’t because the concept of purpose is irrelevant, or dead even, but because the brand hasn’t been built with purpose at its core.
At Narrative, we believe your brand is your most valuable commercial asset. And, without purpose, it’s also likely to be the least understood. The power of purpose, done right, lies in its ability to organise, decode and drive action across every facet of your business. Here are four simple ways to nail it:
- Make a statement
It all starts with an effective purpose statement, which should balance aspiration and reality. It should also differentiate your brand, set clear expectations and be grounded in consumer insight. Think: what do you deliver that is of value to the individual and the world at large? What makes you stand out from the crowd? Why should a customer choose you over your competitors? What should they expect from you? Then, write it down, clearly and succinctly.
- Live the dream
Brands are more than words on a page, though. In an increasingly competitive market, everything matters: your product, your stores, your website, your advertising, even the way you answer the phone. Every interaction creates an impression and actions always speak louder than words. Once you have a clear brand purpose, this should inform every experience for your customers and every action by your employees. Remember: it’s not an academic exercise.
- Measure your worth
Your brand is your biggest asset. If you invest in it, it needs to be accountable for delivering results. Therefore, the impact of your brand purpose should be measurable and tracked across business performance, consumer perception and employee engagement. Setting targets and a clear strategy informed by your brand’s unique purpose will ensure your business stays on track.
- Keep at it
Unfortunately, even the most carefully crafted purpose isn’t a set-and-forget exercise. Effective brand management is a discipline that requires constant action and appraisal. After all, changing perceptions is about making ongoing choices. It’s important to focus on what actions will have the greatest impact both in the short and long term. Take the time to check back in on your purpose, and make sure it’s serving you well.
Need a little assistance? We’d love to help. At Narrative, unlocking brand purpose that delivers business growth is what we do. Book a discovery call today.
