What is Purpose Branding?

A relatively new concept in the branding world, Purpose Branding has gained popularity in recent years. Essentially, it involves creating a brand centred around a particular cause or commitment, which includes anything from promoting environmental sustainability (think Patagonia) to supporting social justice initiatives (Ben & Jerry’s). Purpose Branding can take many forms, but the key is thinking beyond sales and services to create a platform that makes a positive impact on the world.

At its core, Purpose Branding is about aligning a brand’s values and mission with a larger societal need or issue, e.g.,

• Supporting environmental sustainability by using eco-friendly materials and reducing waste
• Donating a portion of profits to a social justice organisation or cause
• Creating products or services that address a particular social issue, such as poverty or inequality
• Taking a stand on controversial issues and using the brand’s platform to raise awareness and promote change

The key to Purpose Branding is authenticity. Consumers are wise enough to realise when a brand is simply jumping on a bandwagon versus having a genuine stake in a particular cause. To take hold, Purpose has to be rooted in a brand’s values and mission, and be sustained over time to truly make an impact.

Why is it Important?

Firstly, consumers are increasingly interested in supporting brands that are aligned with their values and beliefs. In fact, a popular 2019 survey found that 62% of consumers want companies to take a stand on societal issues, meaning Purpose Branding can be a powerful way for brands to differentiate themselves in a crowded marketplace.

But it’s more than a marketing strategy. By taking a stand on a particular issue or cause, brands can attract like-minded consumers who are passionate about the same issues, leading to raised awareness, inspired action, and progress on important issues.

Furthermore, Purpose Branding can be a powerful way to attract and retain talent. Millennials and Gen Z, especially, increasingly want to work for companies with a strong social purpose and make a positive impact in the world.

How Can You Effectively Implement a Purpose Branding Strategy?

Careful planning and an attentive branding agency, of course. Here are some key steps toward effectively implementing a purpose-driven strategy:

• • Define your Purpose: identify a particular cause or issue that aligns with your values and mission. Be sure to choose a cause that is genuine to your brand—consumers will quickly realise if you’re simply jumping on a bandwagon.
  • Commit: set a goal and make concrete plans for how your brand will contribute to the cause. Don’t forget to be transparent with consumers about your commitments and progress!
  • Incorporate Purpose into Messaging: communicate your commitment to the cause in a clear and compelling way across all touchpoints, from marketing materials to social media posts.
  • Walk the Walk: Remember, Purpose Branding is more than just talk—it requires consistent action.

Is there a social or environmental topic you’re endlessly passionate about? Does it align with your business? Even if it doesn’t, but you’re ready to take your brand to the next level, give us a call and let’s talk purpose.