The Problem with Purpose.

How to avoid the common brand strategy faux pas…
Written by Charli Edwards, Creative Director

“Brand purpose” is the buzzword on everyone’s lips. Yet, for many brands, it’s more of a superficial gimmick than a genuine strategic element, leading to missed opportunities across strategy, company culture, etc.

The importance of genuine brand purpose 

Why does brand purpose matter so much? Simply put, a brand without genuine purpose is like a ship without a compass; it may look impressive, but it’s going nowhere meaningful.

As Jeff Bezos famously said, “A brand for a company is like a reputation for a person. You earn a reputation by trying to do hard things well.” A brand with a clear, authentic purpose can build deeper connections with its audience and employees, fostering loyalty and advocacy.

While mission and vision statements outline what a company aims to achieve, they are old-fashioned. A far more powerful device for demonstrating authentic purpose is a brand manifesto. Manifestos go deeper, articulating the why behind a brand’s existence. They are bold declarations of a brand’s beliefs, values, and commitments. They are rallying calls that inspire both internal teams and external audiences.

How deep should brand purpose go? 

For brand purpose to be impactful, it must penetrate every aspect of the organisation. It must go beyond buzzwords and artificial values; for it to be remotely relevant, it needs to go to the organisation’s heart. Tomorrow’s generations crave belonging and relevance, so your purpose must be aligned with that notion. Consumers today are sceptical, and are wise to corporate bullshit; they want their values and beliefs to be reflected in an organisation before they even consider becoming you advocates. This means integrating purpose into your company’s manifesto (or mission and vision if you have yet to modernise), values, everyday practices, and company culture. It’s not enough to slap a slogan on your website and call it a day. Everyone should understand, believe in, and embody your brand’s purpose; if they don’t, you have a problem.

The power of your point of difference.

Many brands fall into the trap of using brand purpose as a marketing ploy. They latch onto trending social issues or causes, not out of genuine concern but because they believe it drives sales. Some organisations tout their commitment to sustainability yet fail to make meaningful changes to their production processes or supply chains. The result? Consumers see right through the facade, and brand credibility takes a hit. As Mark Ritson points out, “We’ve gone too far and belittled differentiation. The minute you get to the long-held propensity for brand equity to reduce price sensitivity, you are in a different world.”

In a market oversaturated with hollow promises and superficial values, brands that deeply integrate genuine purpose into their core stand out. They build lasting connections, foster loyalty, and ultimately achieve sustainable success.

Create a meaningful impact on the world.

It’s a common misconception that only consumer-facing companies or big businesses need a strong brand. In reality, organisations across all sectors of all sizes, including B2B and not-for-profits, benefit immensely from a well-defined brand purpose. Those who believe they don’t need a brand often miss out on significant opportunities for growth and engagement. And typically need one the most and often struggle to differentiate themselves in the market.

Whilst they may offer excellent products or services, but without a compelling narrative, they fail to connect emotionally with their audience.

A strong brand purpose provides direction, fosters trust, and builds a loyal community. It’s also not just about marketing; but about creating a meaningful impact on the world.

How do you implement an authentic brand purpose? 

• Define Your Core Values
  Your brand’s purpose should stem from its core values. What do you stand for? What impact do you want to have on the world? Take the time to define these values clearly. They will serve as the foundation for your purpose.
  
  
• Align Actions with Words
  Once you’ve defined your values, ensure your company’s actions align with them. This includes everything from your marketing campaigns to your hiring practices. Authenticity is key.
  
  
• Communicate Transparently
  Be open and honest about your brand’s purpose and the steps you’re taking to fulfil it. Transparency builds trust. Don’t avoid discussing challenges or setbacks; consumers appreciate honesty and effort.
  
  
• Engage Your internal and external Communities.
  Your brand purpose should resonate with your audience and your employees. Engage with your community, listen to their feedback, and involve them in your initiatives. This strengthens your purpose and helps build a sense of belonging and loyalty.

And remember… don’t put it on your office wall…