“People don’t buy what you do. They buy WHY you do it.” – Simon Sinek, Start with Why.
Because of the world-wide pandemic, life changed drastically since the start of the year 2020. Due to the uncertainty of our current time, it has also shaped the way we think, shop, make purchase decisions, and how we perceive brands. It’s become even more important than ever to start with ‘why’, and to have a clear brand purpose and values. It is vital for a business to firstly define its purpose which then forms the core of the brand identity.
The ‘why’ or purpose of a brand, is a crucial part of brand identity. Simon Sinek explains further in his book that all organisations start with why, but only the great ones keep their ‘why’ clear and consistent year after year. The only way to keep your ‘why’ consistent, is with a defined purpose. It’s also undeniably important to have a brand purpose because today’s customers are consumer savvy and encourage supporting brands that has a purpose other than just selling its products.
The importance of a strong brand identity will ensure greater brand awareness and recognition. Your brand will be distinguished from your competitors, and it will help your ideal target audience to relate to your brand.
People often confuse brand purpose, with the mission and vision statement. They are intertwined with each other, but not the same.
The purpose is the foundation of the business, while the other two are its building blocks.
Vision: The goals the brand wants to achieve.
Mission: Is the procedure or methods the brand employs to reach that goal.
Purpose: It’s the ethical guidance the brand takes towards the right part of achieving a goal. The brand’s behaviour, choices, and stance are taken into consideration. It is how they execute their vision and mission. It’s the reason for your business’s existence.
Having a clear brand purpose is crucial, especially in today’s day and age.
Feedough explains that having a brand purpose makes the brand more appealing to current and prospective customers as they feel like they’re purchase decision is making a difference in the world; they are part of something bigger. They also argue that a clearly defined brand purpose makes the consumer work with businesses who consider the environment and society as well.
The benefits of brand purpose:
- Adding value to the lives of people and society
- Making the brand stand apart from its competitors
- Providing strong values
- Stimulating the economy in a conscious and sustainable way
- Increasing revenue, the ethical way
So, where does a business start with a brand purpose.
According to DesignRush (2020), answering these questions will be a good starting point.
Defining or redefining your brand’s direction and long-term objectives can provide a valuable insight into the essential qualities you’d like your brand visual identity to have.
- When the business started, what purpose did you see it fulfill?
- Why are you offering your services?
- What is your brand’s short-term and long-term goals?
- How does your brand and its solutions help the consumers?
- What mission, statement and vision does your brand adhere to?
- What visual elements, such as colours, imagery and typography reflect our purpose?
Choose wisely how and what you want your brand to portray.
Caring for employees, consumers and the environment should not be a strategy, but rather a way of business – and every ethical and conscious brand should follow this purposeful way of doing business.
The brand purpose should be the core of a brand identity.
Sources:
Sinek, S. Start with why.
