How can you use brand purpose to inspire your content?

O primeiro passo é definir claramente o propósito da marca. O propósito da marca é a raz?o pela qual a empresa existe. Ele representa o que a empresa acredita e o que ela quer alcan?ar. Um propósito de marca forte pode inspirar e engajar os funcionários, clientes e outras partes interessadas. E definido o propósito da marca crie conteúdos que demonstrem esse propósito, e que informativo, relevante e envolvente.

Here's a quick way to define your brand purpose (if you haven't yet.): 1/ Reflect on Your Values and Beliefs 2/ Identify Your Unique Contribution 3/ Craft a Clear and Inspiring Statement Here are some examples from well-known companies: - Google: "To organize the world's information and make it universally accessible and useful." - Tesla: "To accelerate the world's transition to sustainable energy." - Patagonia: "Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis."

Using brand purpose to inspire content creates a deep, authentic connection with your audience. First, clearly define what your brand stands for—its core values and mission. Infuse these elements into your content, making every piece a reflection of your brand's ethos. This approach helps in crafting stories that resonate emotionally and ethically with your audience. Ultimately, content driven by a strong brand purpose builds trust, loyalty, and a sense of community among your followers.

What is your Unique Selling Proposition beyond your product features? Create demand in the problem space/industry and educate people on it.

If your brand purpose is clear, it will be easy to add it to any piece of content. Let's say, the brand purpose is "live your best life" - then everything you post, should be fitting to end with "the moral of this is; live your best life". It's not that you HAVE to, but it gives a direction while you make the content. You know that the story you are about to share has to focus on creating a better life for yourself, making a difficult but good choice, and so on. If the brand purpose is clear, the "moral-of-the-post"test, is very easy to use.

Ensure that your content reflects and reinforces your brand values. Whether through blog posts, videos, or social media updates, consistently communicate messages that align with your purpose. Authenticity is key—consumers can sense genuine commitment to values.

I tell my colleagues all the time, even if we're working in a B2B space - we're still talking to people. People who care about the environment, who are binge-watching Suits, who spend their free time volunteering in the community. When you try to engage your audience with a brand purpose - find the commonality. People care about brands that care about their interests - and often times, there's more commonality than you think.

Scrutinize social media analytics to gauge the reach and engagement of your purpose-driven content. Track the performance of posts related to your brand purpose, analyze audience interactions, and assess the sentiment expressed in comments and shares.

Si el impacto de tu propósito de marca no es tan grande como esperabas y aparentemente estás ejecutando todo bien, quizás sea posible que tu propósito merezca una revisión para adaptarse a las necesidades reales de tu marca y sus clientes.