Ever wondered “What Is Brand Purpose?”
Branding is more than what your company looks like on-line or on paper. A powerful brand conveys its purpose at every turn. A powerful brand knows and artfully communicates its message clearly and with intent.
I’ve recently returned to the office after spending a few days attending an interesting conference focused on all things creative and (big) business. Emergence Creative was an interesting mix of individuals from a number of diverse creative business industries including photography, design, television, marketing, advertising, radio and digital publishing.
I walked away excited by some of the things speakers shared and with a clear understanding of something I have believed for some time.
The truth about marketing and conveying your brand to the market right now is that it is hard.
Your ideal customers and clients are being bombarded with offers, ideas and invitations from every possible source imaginable. To the average person do you and your business, your services and products, simply look like those of your competitors or others in your industry?
This is an important question to ask yourself. It is an important question to put to your team if you have one. Standing out from the crowd can feel like an uphill battle.
However, with my belief that things do not have to be as hard as we make them I wanted to get back to one of my favourite things to do, a Breaking It Down blog post. This week I am focusing on answering the question;
What Is Brand Purpose? and also Why Is It Important?
My questions this week were inspired by a workshop session I attended after the conference. Hosted by local Perth Brand Leadership Company, Meerkats, the session offered an opportunity to tune into what brand purpose was and opened the discussion to find out why it is important.
I was so delighted with the content that I wanted to share some of my reflections with you.
Brand Purpose is the result of, from my understanding, three core concepts rolled into one.
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Brand Purpose is who you are – including the gifts and expertise you have to offer
Brand Purpose is what you stand for – expressing your passion
Brand Purpose is the reason you do what you do each day – your why, your motivation, your drive
Brand Purpose (according to the talented Meerkat team) is also the intersection of what the world needs and what’s special about you!
You see no matter what your client or customer’s buying habits they still need to get to know, like and TRUST you before they will invest in the solution you offer (your products and services) to the core problem, issue or challenge they have. So from this point the questions to ask are relatively simple;
- What does the world need?
- What’s special about me?
- Who am I / are we?
- What do I / we do?
- Why do I / we do it?
I hope you enjoyed this little “breaking it down” post all about Brand Purpose and can take some time out to explore the questions and find out more about who you are and what’s so special about that for your customers and clients. They are the people who also care about what you do, and it is their investment that allows you to build a thriving business.
Until next time I wish you abundant effortless success
p.s. I’d love to hear about your experience getting clear on your brand or any questions you have about branding your business. Simply add a comment below and I’ll be sure to respond