Building a Brand with Purpose
Recently?I had a conversation?with someone thinking about starting something new. They're concerned their story isn't enough. To grow a successful, profitable business, they believe it essential to have something?special?about their product and have a meaningful reason behind it.
The fact is that every action, no matter how small, has some impact on the environment. The moment you wake up and make yourself a coffee, you are using something that's been shipped thousands of miles. Customers are becoming more discerning . Paying lip service to environmental or social causes and creating a self-important narrative about why you do what you do can lead to accusations of greenwashing.?
I get it. With consumers leaning towards brands that not only offer good products but also have a sustainable approach and a clear purpose , they feel they can vote with their wallets for companies that align with their values. However, in a world where there's a perception to have a fluffy story to compete in a crowded marketplace, having a brand with purpose can also become banal and add to a vacuous culture.
?
THERE'S NOTHING WRONG WITH WANTING TO DO GOOD. Striving to make a positive impact can contribute to a better environment and at the same time increase your happiness levels. However, if you are starting a business from a place where you feel pressure to create a narrative because you're concerned people won't buy from you without your business having a purpose, you're in danger of creating an inauthentic brand that your audience will be quick to perceive as being phoney.
David Hieatt's book "Why Brands with a Purpose Do Better and Matter More" is a rallying cry for businesses to find their deeper meaning. According to Hieatt, having a purpose isn't just about slapping a fancy slogan on your product and calling it a day. It's about digging deep and figuring out what your brand stands for at its core.?
领英推荐
We agree with him in that creating brands with substance over style is essential; when you're crystal clear on what your brand is all about, you will, in turn, build trust. However, your purpose can be as simple as 'I do what I do because I enjoy it and I like the outcome, and seeing satisfied customers'. That can be enough!?
Furthermore, 'good' to one person may not be so good to another. Where it's clear that people feel good about themselves when?voting with their wallets , before creating a purpose–led brand, it's vital to explore the broad subject of?ethics in design ?and ask yourself some key questions before you start. When you strive to build a brand with purpose but don't get it right, people will question whether your brand has a special mojo or is just another vanity project.
?If you'd like support in exploring how the above applies to you and your business, and get nitty–gritty on what your brand stands for then send me a DM or give me a call on the number below–I'd love to hear from you!
Alexandra
??07398229795
→?TrustPilot ?and?Google