In today’s market, a brand without substance isn’t likely to survive, and therefore, even less expected to stand the test of time. Your brand is the human side of your company, the part that connects with your consumers on an emotional level...thus, it is absolutely imperative that your brand be a completely fleshed out entity. In a sense, when you’re creating a brand, you’re bringing your company to life; making a living, breathing character out of the product you sell or the service you provide. This means that, like a human being, your brand needs values, along with a mission, a vision, and a purpose.
In order to find your brand’s purpose, it’s first important to know what the difference between all of these brand elements are:
Brand Values are the qualities your brand and team possess that help you achieve your purpose.
Your Brand Mission defines how you will achieve your brand’s goals.
Brand Vision describes where you see your brand in the future, an outcome that will be achieved by sticking to your values, mission and purpose.
And of course, your Brand Purpose is why your brand exists.
Seems simply and easy enough, right? Not exactly. Your brand purpose isn’t “to make money”. Your brand purpose needs to come from its passion. Discovering your brand’s purpose isn’t easy...humans have been trying to do this since the dawn of humanity, and we still haven’t quite figured it out. So how do we, as humans, go about doing this? By asking the big questions. When it comes to discovering your brand’s purpose, you’ve got to do the same thing. Ask...what does your company believe? What is your brand’s positioning in the global sphere, how does it see the world? What does your brand do very well? Why do your customers love your brand? Why does your brand exist?
It probably won’t be something you’ll figure out overnight, and you’ll probably need to put a team together to really get all of the angles and opinions on these topics. But once you do it, you’ll discover that finding your brand’s purpose is completely invaluable to your branding. It creates a connection with your audience, and truly gives your brand a soul. These are times in which consumers are craving a true connection with their brands...they won’t pledge their loyalty to a brand that seems void of value.
Once you do figure out your brand purpose, remember that not everyone will agree with your purpose. You will have enemies, but it’s not necessarily a bad thing. As long as you have a clear understanding of what your target audience is, and make sure you don’t do anything to be at odds with them, you’ll be fine.
Another point to keep in mind - aim for consistency! There’s no going back on your purpose. The moment you’ve defined it, you have to be sure you stick to your purpose, values, mission and vision in everything you do. Consumers today are also looking for transparency in the brands they love, and you won’t appear transparent if you’re not consistent.
In today’s market, it’s the brands that are staying true to their authenticity that are making it, and standing the test of time. If you want your brand to stay alive, you’ve got to make sure you go through all the steps to bring it to life in the first place. Long live your brand!
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Last Edited on May 25, 2018