When choosing products and services, brand interactions are often based on addressing immediate needs. However, brands transcending mere functionality and aligning with a social mission create a lasting impact, fostering positive sentiments. This is where the distinction between purpose-driven branding and profit-centric branding comes to play.
Moving beyond just offering a product or service and crafting a brand that authentically stands for something becomes a transformative force.
Let’s see how.
Table of Contents
What is Purpose-Driven Branding?
While every company has goals, not all possess a distinct purpose. A purpose-driven brand unites its stakeholders under a central mission, one extending beyond surface-level products or services. Such brands also strive to address societal needs or solve problems.
Every aspect of a purpose-driven brand — from its brand voice and mission statement to its visual identity, company culture, and operational processes — is tethered to this overarching purpose. This concept isn't exclusive to non-profit organizations; even large corporations increasingly adopt purpose-driven approaches.
For example, Dove, a personal care brand, is also focused on self-love, empowerment, and beauty through marketing and social campaigns, as well as its products. Being purpose-driven transcends charity and signifies having a unifying, motivating goal that drives daily operations.
Why Is a Purpose-Driven Brand Important?
Having a purpose-driven brand is a savvy business move. Research by Accenture shows that 62% of consumers prefer purpose-driven brands, giving you a competitive edge.
The true power of a purpose-driven brand lies in its potential impact. According to research by Agility PR, with societal expectations rising, 79% of people believe companies should address social justice issues.
When your brand has a clear purpose backed by genuine efforts, your audience becomes a powerful ally. The same research suggests that a remarkable 78% of Americans would recommend products from a purpose-driven company, and 65% would advocate for the causes your company supports.
In essence, the influence of a purpose-driven brand extends far beyond sales. It becomes a catalyst for societal change, addressing issues like climate change, women's rights, immigration, and LGBTQ+ rights. By letting your purpose drive your brand power, you not only benefit your business but may also have a monumental impact on the issues you champion. In today's landscape, a purpose-driven approach is imperative for businesses aiming to achieve their full potential.
How to Achieve a Purpose Driven Brand?
- Rediscover the Past
- Set Clear Goals
- Take a Stand
- Connect with Supportive People
- Assist Your Customers
- Involve Leadership
- Seek Customer Reviews
- Make Social Change Partnerships
- Enhance Approachability
- Send a Meaningful Message
- Listen to Your Community
- Focus on Product Knowledge
- Consistency Is Key
- Talk About Your Purpose
- Get Personal and Showcase Passion
Here's a comprehensive guide on building a purpose-driven brand, with effective methods and strategies:
Rediscover the Past
Reconnect with your brand's origins and identify the core factors that made your product or service stand out. Acknowledge the continued relevance of these factors in today's market.
Set Clear Goals
Establish broader goals and aspirations for your company beyond profitability. Align all aspects, from product promotion to community service, with these overarching objectives.
Take a Stand
Embrace your beliefs and principles from top to bottom, ensuring company-wide internalization, which contributes to external impact. However, you must also implement actions that reflect your brand's values — be it environmental initiatives or social responsibility.
Connect with Supportive People
As your brand expands, stay true to its founding principles. Surround yourself with individuals who share your values to prevent veering off course amid growth and new leadership.
Assist Your Customers
Prioritize customer satisfaction by addressing their needs genuinely. A company's mission should focus on understanding and resolving client issues, building trust and credibility.
Involve Leadership
Communicate and encourage your leadership team to actively participate in refining and implementing the brand's mission. A meaningful mission should be embraced and lived by all employees.
Seek Customer Reviews
Share your brand's purpose through case studies and genuine customer reviews. Authentic experiences and results contribute to building trust and credibility among potential customers.
Make Social Change Partnerships
Extend your brand's impact beyond business by collaborating with non-profit organizations and groups to address societal challenges. Utilize your skills to contribute to broader societal benefits.
Enhance Approachability
Put yourself in your brand's shoes and envision how it can provide solutions for your customers. Focus on easing inconveniences for your customers to create an approachable brand image.
Send a Meaningful Message
Determine and communicate your brand's values and principles consistently. Keep your promises to customers and continually work on improving your product or service.
Listen to Your Community
Use your community as a genuine resource for shaping your brand's purpose. Align your approach, behaviors, tone, influencers, and product based on the insights gained from your community.
Focus on Product Knowledge
Let your brand naturally evolve from a deep understanding of your product. Avoid reverse-engineering your company's structure solely from marketing, emphasizing a genuine connection between product knowledge and brand development. Align your brand purpose with values that resonate with your audience, ensuring an authentic and purpose-driven connection with customers.
Consistency Is Key
Align your interactions with your target audience with the values underlying your brand's objective. If inclusivity is your goal, ensure consistency by establishing standards for inclusivity and applying them consistently.
Talk About Your Purpose
Continuously reiterate your brand's mission to influence your audience's worldview. Consistency in messaging is crucial, presenting your brand as dependable and in it for the long run.
Get Personal and Showcase Passion
Inspire your team by making the purpose personal, ensuring genuine investment in addressing your clients' issues. This commitment will naturally shape your company's image as a morally upright enterprise.
Top Purpose Driven Brand Examples
Here are our top picks for purpose-driven brands:
Patagonia
Patagonia shifted from a "for profit" to a "for purpose" approach by committing all its shares to planet Earth. Renowned for its high-quality outdoor gear, the brand is equally celebrated for its dedication to sustainable materials, waste reduction, and environmental support. The founder, Yvon Chouinard, emphasizes using Patagonia's wealth to combat climate change.
The Parks Project
Creating beautifully designed merchandise that raises funds for specific projects in national parks, The Parks Project has contributed over $2.5 million to preserve America's national parks. Known for its environmental contributions, this brand has also gained attention in the fashion world, with products selling out at retailers like Free People and Urban Outfitters.
Chipotle
In the food industry, Chipotle has authentically positioned itself as a brand delivering healthy food with a commitment to responsibly raised meat and high animal welfare standards. The brand was an early adopter of goals related to local and organic produce.
Warby Parker
Warby Parker focuses on making eyewear accessible to everyone by offering affordable glasses and donating a pair for each sold. Committed to reducing its carbon footprint, the company emphasizes supporting sustainable practices in addition to its philanthropic efforts.
Bombas
Bombas, a sock company, combines comfort with social responsibility. For every pair of socks sold, Bombas donates a pair to a homeless shelter. The brand's high-quality, creatively designed socks contribute to positive social impact.
Seventh Generation
A pioneer in the cleaning products industry, Seventh Generation is dedicated to sustainability, environmentalism, and transparency. The brand revolutionizes the cleaning industry by offering products with plant-based ingredients, reducing waste, and promoting brand transparency.
The Body Shop
Committed to ethical and sustainable practices, The Body Shop sources ingredients from small farmers globally. Believing in the power of business for good, the brand aims to empower entrepreneurs and drive purpose alongside profit in the beauty industry.
Purpose-Driven Brandin FAQs
What distinguishes a purpose-driven brand from others?
Brands driven by purpose extend beyond products, addressing societal needs. It unites stakeholders under a singular mission, shaping every aspect from mission statements to visual identity, creating a distinctive identity.
Why is having a purpose-driven brand essential?
A purpose-driven brand is essential as it goes beyond product offerings, connecting with consumers on a deeper level. It fosters authenticity, builds trust, and aligns with consumers' values, creating a meaningful relationship. Such brands not only attract loyal customers but also contribute positively to society, making a lasting impact.
How can a brand become purpose-driven?
Setting clear goals, taking a stand and aligning your brand with a cause, connecting with supportive individuals, prioritizing customer satisfaction, involving the leadership team, and engaging your customers are all parts of the process of forming a purpose-driven brand.
