Branding is not just creating a logo it's building a brand definition
Your brand purpose is what shows everyone how you plan to make the Earth a better place to live in. Creating one of those sounds like a pretty daunting task, doesn’t it?
This isn’t as easy as just slapping down a few lazy words about what you do, but neither is it impossible. By approaching it in the right way you can develop a brand purpose that makes sense and makes people feel good about dealing with you.
You can get this right by breaking up the task into bite-sized chunks and working through them one by one. Why not work your way through the following points and see whether you end up with something that will blow your customers’ socks off?
Think About Why You Exist
Why are we here, what is the purpose of our lives and why do our favourite soap opera characters always have to die tragically? These are a few of the existential questions that we all sometimes ask ourselves in the middle of the night.
However, this is almost always done on a personal level rather than in a corporate sense. So, your first challenge is to work out what the purpose of your business is and why it was put on the planet, before trying to make it sound inspiring.
Therefore, you need to start by thinking about what good you bring to people’s lives. Do you put smiles on faces, help people to stay healthier or regularly save the world from dastardly supervillians? That last one is only really applicable to superheroes, I guess.
In this way, you will get a fantastic starting point for pointing out what good you can do and what make you so deliciously unique. On the other hand, if you can’t find a good reason for existing then you are just about to be sucked into an existential crisis in which you might need to take up meditation, read Kafka or even start listening to Radiohead.
Be Bold but Realistic
This isn’t a time to be timid and say, “Oh, we’d quite like to save our customers a few pennies every decade”. Neither is it the time to make extravagant and unfounded claims about curing every disease known to mankind and giving a free pet unicorn to every child.
Instead, you need to bold yet realistic so that you strike a balance that sees you reach for the stars while keeping your feet firmly on the ground.
Have a think about how your favourite soft drink, coffee shop and fast food joint all tell you about their reasons for existing. None of these businesses are what you would normally class as world-enhancing but they manage to put out inspiring mottos and phrases that make sense.
The brand purposes of huge companies tend to be extremely bold and ambitious but without being completely insane. You can take inspiration from these global firms in terms of finding a brand purpose that gets noticed but doesn’t lead to ridicule on social media or a barrage of lawsuits.
Whatever you do, don’t settle for something that is insipid or fails to get your ideas across effectively. This is your chance to get your message across in a memorable way that puts your company’s goals and ideals on show.
How Will You Achieve Your Goals?
It is all very well having lofty goals but how are you going to achieve them? This is the point at which you have to find a link between what you promise and what you actually do.
If you sell doughnuts then how exactly will you make living a healthy life easier for families? The answer hopefully doesn’t involve the phrase “broccoli and spinach doughnuts”. If you make shoes then are you really doing something to make walking a pleasure again?
Having a brand purpose that you can’t actually achieve is pointless and may end up being counter-productive in the end. If you promise something and don’t deliver then you are going to lose credibility.
Finding a link between your brand purpose and what you actually do is an exciting moment. It might even give you fresh ideas for doing more in order to truly make a difference.
What Makes You, the Team and Your Customers Feel Proud
Ok, so let’s imagine for a moment that a new acquaintance asks you what your work involves? Rather than giving a boring description of filling out endless Excel spreadsheets and begging the annoying guy in charge of stationery for more paper clips is there another way of saying things?
Perhaps your chest will puff out with pride as you explain how you are helping to make a fun lifestyle more affordable or bringing couples closer together through the medium of flowers.
Also, what do the people in your team and your customers think about being associated with you? If you can make them all feel better about being part of your business then you can expect better and more profitable long term relationships.
The perfect brand purpose is one that makes everyone involved with it feel good.
Make It Real
Having a powerful and clever brand purpose is going to make you feel fantastic. Yes, you can sit back, crack a smile and maybe even allow yourself that double choc caramel frappuccino you’ve been dreaming of.
Yet, is this brand purpose something that is real and present every day of the year? If it isn’t then what good will it do in the long run?
Your customers and even your own staff will eventually work out if these are just empty words and hollow sentiments. Therefore, why not let your brand purpose lead you to a way of working that makes you feel all soft and gooey inside?
By turning these words into something real you can make your brand purpose into something that really does define your company. This means that even if you aren’t completely comfortable with it at the start, you can look to use your purpose as a way of living up to your hopes and expectations over time.
Once you develop a powerful brand purpose that you are happy with, you should find it a lot easier to move the company forward in the direction that best suits you.