10 December 2020

Why you should create a powerful brand purpose

The days of telling your audiences your organisation, product or service is the best thing since sliced bread are well and truly over. In fact, that concept probably ended when Apple famously launched its ‘Think Different’ campaign in 1997. You’ll still find that campaign message on some Apple products demonstrating its power.

As consumers, we’re continually bombarded with brand messages and not all of them well thought out. Plus, we’re much savvier about who we want to engage with. We’re just not that easily won over anymore.

We want to know what a brand stands for and if it resonates with our individual values and needs. It’s vital when looking to engage with your audiences, your brand messages are authentic and born from a profound purpose.   

Brands communicating their purpose are arguably more successful in engaging with their audiences, and it’s not just the preserve of big brands. Organisations realising that defining a purpose helps cultivate a point of difference. A brand purpose has to be genuine though because consumers can see through the hasty box ticked brand message.

It’s not new thinking. If you want to know more about this, then read of Simon Sinek’s book, Start With Why, which he wrote 11 years ago. In it, he says people are more likely to buy into a product, service, cause or movement when they understand the ‘why’ behind it.

It’s a powerful concept, but it doesn’t stop there. Once you’ve defined your ‘why’ , it’ll need to play a central function in shaping brand messages and what you want to be known for.  

At Limitless, we’re big on this. Before devising a brand communications strategy, we help clients define their purpose pinpointing what they want to be known for. Based on research and audience profiling, we design and deliver strategies that help clients achieve their communication objectives.  

The key is to focus on marketing tactics after you’ve defined your purpose and what you want people to know. Campaigns that have a purpose are more meaningful and have greater impact in building brand value.

 Think about it. What’s your purpose? What do you want to be known for? If you’d like to know more, contact Michael Gregory to see how we can help your organisation.

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