Brands can naturally exhibit qualities such as transparency, and authenticity by being driven by a strong purpose to build consumer trust.
A purpose-driven brand is one that is driven by values, beliefs, and actions that allow it to achieve its business goals using methods that are in line with those values and beliefs. The purpose is the brand’s identity. It is the ‘why’ in Simon Sinek’s Golden Circle. Today, businesses are more open about communicating their purpose to their customers to make deeper, more meaningful connections. Read on below to understand some of the qualities of a purpose-driven brand:
Brands that focus on a specific purpose exhibit authenticity in whatever they do. Take Apple for instance. For years they have focused on the slogan ‘Think Different’ and have successfully revolutionized consumer-grade technology over 3 times. By focusing on a different customer experience that helps in both work and entertainment, Apple has become one of the top 3 most valued companies in the world.
Transparency is a major quality of all purpose-driven brands. By maintaining clear communication with their customers, they allow a medium of trust to be built with them. Customers feel connected to brands that are transparent in their supply chains, their methods, and in some cases: their global impact.
Brands driven by purpose are driven by delivering their customers benefits over profits. It doesn’t mean that they make less profit. They end up making more profits because of the trust they build with the consumer base.
Purpose-driven brands exhibit a consistent style that customers can subconsciously pick up. It also helps brands maintain their communication style in their marketing efforts, which adds up over time to build an authentic rapport.
Last but not least, purpose-driven brands, demonstrate their core beliefs through action. People trust brands like Tesla because they have seen companies work toward bringing an end to the use of fossil fuels.
To build a purpose-driven brand, you need to define what your purpose is. The purpose should be customer-focused. Understanding what drives your business and the core problems it solves for its customers can help you understand the purpose it serves in their lives.
Storytelling is at the core of building a purpose-driven brand. Consumers’ brains are wired to respond to emotion rather than factual information. Base your brand’s story around the principles around which it was founded.
Brands are expected to share their collective opinions regarding social issues. All purpose-driven brands focus on promoting social causes to make the world a better place. These causes include animal rights, sustainability, environmental protection and conservation, anti-racism, inclusiveness, and human rights.
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