The brand purpose is the reason why that brand exists apart from making money a powerful brand
purpose sets out the company's intent to change the world for the better and connects
with consumers in a personal level the rise in conscientious consumers means that you need to
think about the social environmental ecological and political position of your brand welcome
viewers to another intriguing video previewed by thinkrich media please subscribe and turn on your
post notifications so as not to miss out on any of our new videos brand purpose can be an important
factor when choosing a product or service a really powerful brand message will relate
to your product or service modern consumers want brands to use their power and influence for good
82 percent of UK consumers activists feather voting with their wallets by buying from
companies who do the right thing brand purpose is so important to your business but many people
aren't taking advantage of its benefits because they simply don't understand what it's all about
we think it's super valuable for you to take the time to understand brand purpose and everything it
can do for you creating strong brand purpose gives you authority and a greater meaning as well as
separating you from competitors this is even more important if you're trying to market generation z
those between the ages 6 and 24 years because they see brand purpose is an important factor when
choosing products or services brand purpose is the reason for the brand to exist beyond making money
if you want a really powerful brand purpose it needs to relate to the product or service itself
for example if you are in the educational sector your purpose might help children and shape their
future there are three main benefits that come from brand purpose one it adds value
to the lives of customers in society two it sets the brand apart from competitors
three it provides clarification and strong corporate culture
dove are a fantastic example of a group with a good brand purpose they have created hugely
successful campaigns centered around their brand purpose and positive body image the message fits
perfectly with your personal care product company making it sustainable and relevant to consumers
most importantly it connected to customers on an emotional level with a topic that affected
them personally this means that customers get a feel-good factor when they buy dov's products
when they are looking at products on the shelf they are differentiating factors that the customer
will be looking at such as price and visuals brand purpose is another way to get customers
wishing for your product rather than that of your competitors a well thought out brand purpose
should have the customer in mind at every step remember the end goal is to connect with customers
emotionally making your brand a more desirable selection it also gives employees a greater
meaning and significance to their work leading to better productivity and job satisfaction
modern customers aren't looking for the best value for price product available anymore the market is
saturated with different products and services but a brand's purpose sets them apart and builds brand
loyalty modern consumers are hugely interested in the beliefs of the brand and their views on
topics that are important to them the 2017 earned brand study by edelman found that 50 of consumers
worldwide consider themselves to be driven buyers and 67 bought a brand for the first time because
they agreed with its position on a controversial topic so don't be scared about speaking out about
topics that are important to you remember you can't be all things to all people your purpose
won't resonate with all of your customers but it should with your key demographic consumers
want brands to use their power and influence to do good whether it's charity work helping the
environment or creating opportunities for the next generation basically people care that you care
the internet has brought a wealth of information and choice into households and people now have a
greater awareness of global issues now people have that knowledge the conscious consumer has emerged
an individual who considers the social environmental ecological and political impacts
of their purchases a study from weber chandwick and its research partner krc research battle of
the wallets the changing landscape of consumer activism found that 82 percent of uk consumer
activists have avoided in their wallets by buying from companies who do the right thing although
the idea of boycotting companies that consumers disapprove isn't new there are growing phenomenon
by boycotting consumers are now choosing companies they like and deliberately purchasing from them
to express the approval from all this the reason why brands really exist is to serve the customers
and not the customer serving the brand the brand of the company is more than just the name
but its purpose goals and dreams for the future feel free to comment help our channel grow