Brand Purpose: Finding Your Brand’s “Why”
Our brand essence shapes our identity and directs our actions, serving as the foundation for strategic decision-making and effective management of our present.
Manage your brand and business as forces for the common good. Let your customers feel proud, knowing they're part of something that does good for all. Move beyond “just do it” to “do it right” for everyone. Be a brand for the world.
In this newsletter, we’ll explore five essential tools for defining your brand’s essence and DNA:
-The 5 What’s of Branding
- The Core Value
- Brand positioning
- Brand purpose
- Brand values
The 5 What’s of Branding
Your clients' time is valuable—within a split second, they're already forming opinions about your brand. Remember, you're not the only option out there, so it's crucial to have a clear and compelling proposition that stands out.
Our brand must respond to and fulfill these 5 What’s of Branding:
The Core Value
Our core value is the heartbeat of our brand. It’s what we truly offer—no fluff, just the genuine essence of who we are and why we do what we do.
To bring this to life, we need to clearly define our purpose. Start by answering these 5 key questions to distill your brand's essence. Ready to dive in? ????????
Brand positioning
Brand positioning is our foundation. It defines our place in relation to others, clearly articulating our unique value proposition. It answers key questions: Who are we? What do we offer? Why do we matter to our customers?
By understanding our position in the market, we can compete more effectively. Define your positioning with clarity and value.
?? WHAT? Our promise to the world—what customers can expect from us and why we are their top choice.
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?? HOW? We need to clearly communicate our guarantees and the ways we fulfill our promises.
?? WHY? Beyond generating profit, we must convey our purpose and how we intend to enhance what already exists.
Brand purpose
Purpose is the driving force behind a brand’s impact on the world. It goes beyond competition, striving to create value for everyone involved. But it is not enough to say it; you have to do it.
Brand values
There are two types of values:
?? Functional Value: Quantitative, measurable, and objective. They focus on the tangible benefits that a brand offers. Examples include innovation, reliability, efficiency, and speed.
?? Emotional Values: Qualitative, personal, and subjective. They resonate on a deeper level and often influence how customers feel about a brand. Examples include respect, kindness, empathy, and care.
For example if I preach innovation, one of my values could be “Always beyond the ordinary”. I should express this in everything I do as a brand. A simple way to identifying the values of your brand is answering these 4 questions:
Now that you’ve completed the 3rd edition of our newsletter, it’s time to uncover your brand’s essence and DNA!