Brand Purpose: The Good & The Bad

If you haven’t noticed already, I’ve gotten increasingly irritable every time anyone mentions the term "Brand Purpose" and its misinterpretation by marketers and even famous Houses of Brands like Unilever and P&G.

It wasn't always like this. Would you believe it if I told you that I learn't my marketing by crafting Brand Purposes? My hyperbole not withstanding, the term isn't the problem; it's how it has been misused and misguided.

#BrandPurpose has become a buzzword, with marketers adopting Macro level social causes and global narratives. Let's, for the sake of argument, call them #MacroPurposes . However, we must question the intentions and effectiveness of these efforts. As a Brand Strategy Consultant, I challenge the marketing malpractice of using Brand Purpose as a mere marketing ploy, neglecting the fundamental principles of serving consumers and building strong Brands.

Here are some of the pitfalls of force-fitting misguided Macro Brand Purposes:

Distortion of Purpose

Brand purpose has been co-opted by marketers who prioritize appearances over substance. This distortion leads Brands to focus on lofty mission statements while neglecting their primary duty: serving consumers profitably. Mark Ritson, a renowned marketing expert, criticizes this approach, emphasizing the need to provide superior value to consumers rather than trying to save the world.

Neglecting Differentiation

Some Brands, in their pursuit of saving the world, overlook the importance of differentiation. By becoming preoccupied with global welfare issues, these Brands miss the opportunity to carve out a unique position for themselves and fail to truly resonate with their target audience.

Consumer Skepticism

Brands that exploit social causes risk being perceived as inauthentic. Consumers demand that Brands align their purpose with their actions. Delivering on promises consistently over time is crucial to maintain trust.

Lack of Consumer Focus

Brands must focus on solving consumer problems and bringing them real value. By putting consumers at the core of their purpose, Brands can forge genuine connections and build enduring loyalty. But when a Macro Purpose is available a Google away, building a Brand on actual Consumer needs seems too hard a deal.

Setting Bad Examples to Follow

Established Brands may survive purpose-washing, but up-and-coming Brands will face consequences sooner. Adopting a social cause as a purpose without genuine commitment is lazy marketing at best and malpractice at worst.

So, what is the good side of Brand Purpose?

A Brand's purpose is to serve the consumer, but this requires further nuance. #MicroPurpose as I choose to call them, impact individuals on a personal level and are tailor-made for #Brands to position themselves.

When a Brand consistently satisfies a consumer need, becoming a dependable factor in their life, it lives up to its purpose. Identifying a #consumer problem, promising to solve it, and delivering on that promise is the essence of true differentiation and hardcore marketing.

Macro Purpose can also play a role.

By leveraging the Brand Ladder, Brands can earn the right to take a social stance without losing sight of their core. However, treading here requires caution, as every step will be judged, and the standard will be higher.

The rise of Brand Purpose has led to varying interpretations, often for convenience. Micro Brand Purpose is about building differentiation and connecting with consumers beyond a problem-solution relationship. Macro Brand Purpose, when used as a hollow veneer, is nothing but marketing malpractice.

Brands must refocus on serving consumers, differentiating themselves, and delivering on promises authentically. Only by staying true to their promise and consumer relevance can Brands make a lasting impact, build strong relationships, and thrive in a skeptical marketplace.

It's time to bring Micro Brand Purpose back to its rightful place as a means of providing superior value to consumers and building enduring Brands, unveiling the misguided messaging along the way.

#BrandPurpose #MarketingStrategy #BrandLadder #BrandStrategy #FMCG #BrandBuilding #VitralBrandTips