Defining your brand purpose gives your brand meaning, depth, and trust.
Consumers and employees aren’t just looking for a product or service that will serve their immediate needs—they want and need something bigger. They want to align themselves with brands that support their own values and ideals.
Brand loyalty increases when you find a purpose that aligns with your target audience. If your audience is genuinely bought in, they will stick around and provide long-term revenue.
When a brand lives its purpose, you communicate to your audience that you understand them and can be trusted to adapt to their needs as they change and evolve, particularly in a crisis.
Find and invest in team members that align with your purpose. Continually communicate and live by that purpose, and the rest will follow.
“Putting in long hours for a corporation is hard. Putting in long hours for a cause is easy.” – Elon Musk
Consider this: Conduct an internal audit of your purpose—are there holes and gaps in the communication of your purpose? Are your interactions, activities, and initiatives informed by the reason you are in business beyond making money?
(Breaking down brand purposes…)