How to build a purpose-driven beloved brand that connects with consumers

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There is a lot of talk about purpose-driven brands. Finding your brand purpose answers the big question of “Why does your brand exist?” It should force you to explore the underlying personal and honest motivation for why you do what you do. The brand purpose can be a very powerful way to connect with both employees and consumers, helping to give your brand a soul. However, be careful, because you should only use your brand purpose publicly when consumers actually care about your brand purpose.

How to build a purpose-driven beloved brand

Finding your brand purpose answers the big question of “Why does your brand exist?” It should force you to explore the underlying personal and honest motivation for why you do what you do.

The brand purpose can be a powerful way to connect with both employees and consumers, helping you define your brand soul. While this Venn diagram looks somewhat crazy at first, trust me, it works as an excellent tool for building your brand’s purpose. This Venn diagram has four significant factors, which match up: 

1. Does it fit with what consumers need or want?

2. Does it demonstrate the core values of your team?

3. Does it deliver against your passion in loving what you do?

4. Building a beloved and successful branded business.

 

Your brand purpose will come to life at the intersection that meets the consumer needs, fulfills your passion, stands behind your values, and yet still builds a successful branded business.

The how-to model helps find your brand purpose

While the Venn diagram creates the purpose with the intersection of all four circles, you can find your own brand purpose by defining each combination of circles, one at a time, which expresses the four pillars that will deliver your brand purpose

A. Focus your passion on building a tight emotional bond with your most cherished consumers

Combines consumer needs (1) with loving what you do (2). All the passion you put into your work should focus on becoming a favorite brand of your consumers. You should love what you do and love what it does for your consumers. How your consumers react should drive your inner motivations.

B. Build your branded business around a unique, ownable, and motivating the brand idea

Combines consumer needs (1) with building a successful branded business (4). Build a brand idea to organize everything you do to deliver a consistent brand that will move consumers through their customer journey and become a beloved, high-growth, powerful and profitable branded business. How tight you build a bond should drive your business success.

C. Inspire a values-driven culture to provide happy consumer experiences

Combines living the values of the team (3) with creating a successful branded business (4). Your people are the “difference-makers” in delivering an incredible brand. They create a brand worthy of being loved to drive higher prices, lower costs, enter new markets, and create new uses. Link your people to driving the power and profits of your brand.

D. Use exceptional execution to become your consumer’s favorite brand

Combines loving what you do (2) with the values of the team (3). Your values provide the backbone of your company, a set of beliefs and motivations linked with how people want to work. The values encourage your people to demonstrate their passion and create a culture where your people will never settle for OK when greatness is attainable. Allow them to put their passion into the brand; they can share in the pride of the team when the brand is successful.

Example of brand purpose for Gray’s Cookies

Take the work of the four pillars to build up the brand purpose. The final purpose statement is, “Our purpose is to give people the cookie they will never feel guilty about eating. We know healthy can taste great.”

Brand values

The values form the backbone of your organization. They may come from your background, how you grew up, rules you identify with or how you see your priorities in life.

Your beliefs come from your experience, helping explain why and how you choose to do business, how you treat your people, and how you conduct yourself as a leader and as a person in the community. These beliefs should be personal, ethical, or rooted in frustration for how you see things happening in the world.

Your inspirations should excite the team members who work behind the scenes of the brand. Inspirations should stimulate your people to go beyond the norms of effort, or passion.

For organizations, I believe it works best when your people have input into creating and building your values. Maybe that is one of my own core values in a bottom-up approach to building brands. However, the closer your values reflect the realities of what your people believe in, the more successful you will be in using those values to inspire greatness.

 

My new book, Beloved Brands, coming this spring.

How this Beloved Brands playbook can work for you. The purpose of this book is to make you a smarter brand leader so your brand can win in the market. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.

 

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Graham Robertson bio

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Graham Robertson

Graham spent 20 years in Brand Management leading some of the world’s most beloved brands at Johnson and Johnson, General Mills and Coke, rising up to VP Marketing. In his career, he has won numerous Advertising, Innovation and Leadership awards. Graham played a major role in helping J&J win Marketing Magazine’s prestigious “Marketer of the Year” award. Graham brings a reputation for challenging brand leaders to think differently and to be more strategically focused. Graham founded Beloved Brands in 2010, to help brands find growth and make brand leaders smarter. He leads workshops to help define your Brand Positioning, build your brand’s Big Idea, and write strategic Brand Plans that motivate and focus everyone that works on the brand. Our Beloved Brands training programs will help your team, produce exceptionally smart work work that drives stronger brand growth and profits. We cover everything a brand leader needs to know including strategic thinking, planning, positioning, execution and analytics. Our robust client roster has included the NFL Players Association, Reebok, the NBA, Acura, Shell, Miller Lite, 3M, Jack Link’s and Pfizer. His weekly brand stories have generated over 5 million views.

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