Finding Brand Purpose

We all have brands that we like, or that we feel particularly close to. But why is that??

The truth is that there’s an almost unlimited number of reasons why we might like a brand. It could be something as deep as their community involvement, or something as simple as their logo design. But in many cases, a lot of us feel closer to brands whose purpose aligns closely with our own.?

It’s often said that customers don’t buy what you do; they buy why you do it. And it makes sense.?

Imagine you live between two coffee shops. They’re an equal distance away. They serve the same drinks, at the same price, with the same level of service. One’s purpose is to make money. They’re always putting flyers through your door advertising yet more special offers and loyalty cards. The other’s purpose is to provide a safe, warm space where everyone is welcome. They’re known for providing free refreshments to those in need. In this example, brand purpose is a powerful differentiating factor.

There’s no definite right or wrong. But different brand purposes will attract different types of customers.?

What is ‘purpose’?

Purpose is why you do what you do.?

In life, it’s why you get out of bed every morning. In business, it’s why you keep serving your customers. Purpose reflects a sense of determination, summarising an ultimate aim, goal, or vision.?

In the business landscape, purpose is at the very heart of every branding strategy. The reasons for doing what you do, and the underlying qualities that make you who you are, will shape every aspect of your branding exercise. Whether you’re building a website, creating a logo, or responding to a customer enquiry, everything you do will be driven by this ambition, this aspiration, this purpose.?

Why have a purpose?

Having a brand purpose is about acknowledging that you can’t please everyone – and knowing that you shouldn’t try to. This is a crucial lesson that many businesses need to learn. When you try and connect with everyone that needs or wants your products/services, you’ll end up building a very vague, very generic brand that communicates a little to a lot. Ideally, we want that to be the other way around.?

The dream is to build a brand that communicates a lot more, to a little less. And this comes from developing a more specific, more niche brand that connects with your target audience deeply.?

With a clear purpose, you’ll attract those that share a similar purpose themselves. You’ll be closer to your customers, you’ll share the same sorts of values, and you’ll connect with audiences that believe in what you believe. And when you think about it, isn’t that the basis of a successful business?

Finding your own brand purpose

So… why do you do what you do?

It’s a trickier question than it seems, isn’t it? However, despite the challenge, finding your brand purpose isn’t a task you can ignore.?Brands need to be clear about their purpose, so they can communicate this to their audiences; so they can shape their design and messaging strategies.?

The easiest way to find your purpose is to ask three types of questions:

1. Why?

Why is your business here in the first place? Why was it launched, and why is it important?

1. How?

How do you solve problems with your products or services? How is this different to your competitors?

1. What?

What makes you stand out? What is it that you do that’s truly one of a kind?

The answers to all three of these questions should come together to tell you one very important thing: why people care about your business. Armed with this insight, you should find it easier to recognise what your business stands for, and understand its place within your industry’s landscape.?

Having trouble finding your purpose??Get in touch with us?for a helping hand.?