Purpose is more than a marketing tactic; it’s much more than a term thrown around at conferences. It is something that is so deeply embedded into our experience with a brand that it can drive individual and collective actions to create a better world. The feelings we get from being part of these interactions or even seeing them happen – feelings produced by our own brain chemicals – fulfill the deepest of human needs: connection, belonging, wellbeing, and meaning, to name a few.
So let’s explore what this can look like from both sides of the market.
Recruiting Talent
Research shows that monetary rewards only go so far. From the perspective of “where do I want to work?” Purpose – or meaningful work, is a more essential driver of employee engagement and therefore one of the key predictors for organizational success.
The best human resources you can imagine are asking themselves questions like: Will this job give me the autonomy I seek, plus tools and support to get the job done right? Will my suggestions for improvement be taken seriously? Will I be able to look back and see tangible results for my efforts? You want to be sure that your organization appeals from that perspective.
Brands that can clearly articulate their purpose will attract employees who become deeply committed to one another and the company’s goals. They will, in turn, attract your greatest fans and lend discretionary time and energy to be brand ambassadors – on social media and in their daily lives.
So your company brand purpose should:
- Describe the kinds of problems that you solve in terms that are immediately engaging and lead naturally to “calls to action”
- Define your value proposition as a set of high stakes: what good things will happen in the world if your business achieves its purpose? What bad things will happen if you don’t?
- Include all stakeholders.
- Make the old “vision, mission and values” more visceral
- Unite the head, hands and heart of your organization by connecting what you do and how you do it with WHY you do it and who benefits.
Finding Customers
Consumers are now in the position to push for social change with every purchase
As we cruise the crowded marketplace, we make split-second decisions based on emotional connections associated with each brand. And every time we spend money, we are casting a vote for what kind of world we want to live in and leave to future generations.
What does your brand say about you in these terms, compared to your competition?
When we consider the causes we are drawn to or inspired by – what makes them compelling? We find that brands do a good job when they draw people in. Enabling people to champion an underdog, for example, is an excellent strategy for animating purpose. So is filling a gap or providing visibility to an underserved group.
During this time of great upheaval, opportunities for transformation are always at hand. More than ever before, customers select brands that align with their values. Show them that you care about the same things they do and together, your company and your customers will realize great potential.
Examples of consumer-facing brands and the campaigns that highlight purpose by addressing important global issues and fighting societal ills:
So to sum it all up, Brands leading with a clear sense of purpose experience greater ease in talent recruitment, employee engagement and staff retention, higher productivity, and attract the right kind of customers.
Cheers,
Glen McDermott,
Executive Director, Conscious Capitalism Connecticut Chapter
Founder & CEO, Red Rock Branding
Feel free to schedule a consultation now to discuss how these ideas can apply to your organization! Contact Glen Now
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