Brand Purpose and Social Responsibility

In the past decade a significant amount of interest has been shown towards brands’ values and its derived actions, its actualization in practical terms. Brand image is deeply affected by the choice of brand purpose and social responsibility, making them two important factors when considering declarations, actions or making most of the decisions that are visible from the outside of the corporate environment.

“Brand purpose” refers to the fundamental reason for a brand's existence beyond profit-making. It goes beyond the product or service offered and includes the brand's values, mission and the positive impact it seeks to create in the world. Brand purpose, if thought, organized and actuated correctly can provide a deeper meaning and connection with customers, generating significant secondary effects.

Another relevant concept in this scheme is “social responsibility” and it refers to a brand's obligation to act ethically and contribute to the welfare of society. On practical terms, it involves integrating responsible practices into various aspects of the business, such as sustainability, fair labour practices, philanthropy and community engagement.

Social responsibility encompasses the brand's commitment to making a positive difference in society while considering the impact of its actions on stakeholders, including customers, employees, communities and the environment. By embracing social responsibility, brands demonstrate their commitment to being good corporate citizens and fostering a sustainable future.

A great book by J. Reiman (2012) explores the importance of purpose in building a successful and impactful brand. Through the storytelling, it dives into the concept of brand purpose and provides insights and strategies for businesses to discover and articulate their purpose.

This book is titled “The story of purpose: The path to creating a brighter brand, a greater company and a lasting legacy”. The reference to the legacy is not casual: the long lasting effects of a correct usage of brand purpose ensure stability and overall successful outcomes in the medium-long term.

It emphasizes that purpose goes beyond simply making a profit and suggests that brands with a strong purpose have the ability to connect with consumers on a deeper level. Reiman also argues that purpose-driven brands are more likely to resonate with consumers, build loyalty and of course make a positive impact on society.

To underline the role of significant storytelling over time, it discusses the role of brand purpose not only ideologically but also practically and provides frameworks and tools for crafting compelling brand narratives.

The book has been reviewed extremely well and praised by relevant figures such as former president of Brandeis University Fred Lawrence. What is highlighted is not only the parallelism between one person’s behaviour when compared to a brand, humanizing its intensions and actions, but also the role that purpose plays in the decision making for both of them.?

Reference

Reiman, J. "The story of?purpose: The path to creating a brighter?brand, a greater company, and a lasting legacy"