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
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.”
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 book, Beloved Brands, has everything you need to be successful with your brand.
I wrote my book, Beloved Brands, as the playbook for how to build a brand your consumers will love.
Beloved Brands has everything you need to run your brand. 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 analyze the performance of your brand through a deep-dive business review.
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At Beloved Brands, we help build brands that consumers love and we make brand leaders smarter.
🎈Help create a brand positioning statement that motivates consumers to buy, and gives your brand an ownable competitive advantage.
🎈 Build a brand plan that forces smart focused decisions to help organize, steer, and inspire your team towards higher growth
🎈Align your marketing execution behind a brand idea that tightens our bond with consumers and moves them through their buying journey
🎈Use a deep-dive 360-degree assessment of your brand’s performance to trigger richer thinking before you write your brand plan
🎈Our brand training program will help realize the full potential of your brand leaders, so they are ready to grow your brand.
To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching
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About Graham Robertson
As the founder of Beloved Brands, Graham has been an advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links, Miller beer, Earls restaurants and Pfizer. He’s helped train some of the best marketing teams on strategy, brand positioning, brand plans, and advertising.
In his marketing career, Graham led some of the world’s most beloved brands at Johnson and Johnson, Coke, General Mills, and Pfizer, rising up to VP Marketing. He has won numerous awards including Marketing Magazine’s “Marketer of the Year”, Businessweek’s best new product award and four Effie advertising awards. His book, Beloved Brands, is the playbook for how to build a brand consumers will love.
We live by the beliefs that guide us
We believe the best answers are inside you already. My role is to get those answers out, and make your answers even smarter. I never give you the answer. I will ask more questions that challenge your answers to be better.
We believe investing in your people pays off. With my training program, I know I will make your people smarter, so they make the right choices, and produce exceptional work that will lead to higher brand growth.
You have my personal promise to help you solve your brand building challenges. Above all, I will give you new thinking, so you can unlock future growth for your brand.
If you need our help, email me at firstname.lastname@example.org or call me at 416 885 3911