The biggest mistake that businesses make when asking “what is the purpose of a brand?” is assuming that their ultimate goal, and their purpose is the same thing. Every organisation wants to make a living, so the purpose of a brand is not “to make more money”. If you make that you...
Book a demo What’s the Purpose of Purpose? Consumer Perception of Purpose-Driven Brands Purpose-driven brands are everywhere. Brands are built with purpose at their core, and older brands are taking new, more purposeful directions. But does brand purpose really matter to consumers? And if it...
Brand purpose: definition Brand purpose is a company’s “why” – its reason for being and the things it stands for. This “why” is usually to do with the customers it serves and the market niche it seeks to fill. A brand’s purpose might be a reflection of the founders’ lives an...
Few people are successful when they try to build their first brand. Unfortunately, for the most ambitious entrepreneurs, a failure is seen as disastrous, and impossible to recover from. It’s a clear departure from the in...
What are brand values? This is how your business can lead with purpose. Brand values are the core beliefs that a company uses to inform their decision-making and company culture, and how they interact with customers, their community, and the world at large. Register to advertise Start using...
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During the brand building process, every one of us must go back to square one and ask,“What is branding?” And surprisingly enough, many folks have a difficult time answering that question. At the surface, we all think we know whatbrandingis. Everyone has a favoritebrand. When we visit...
Why having a brand purpose is important A brand without a purpose is a ship without a compass. One year, it may rally behind a trendy cause, and the next year support a mission that contradicts its previous stance. The issue: Customers will perceive that brand as disingenuous or unreliable...
It soon won’t matter which religion’s local church people attend, especially since it is believed thatallreligions (faiths) “have a portion of the truth.” With this belief, what difference would it make in the new way of thinking which religion you decide to become “purpose-driven” ...
Brand recall Remaining top-of-mind is a universal goal for businesses of all sizes and industries. Even if leads don’t immediately follow through with purchases, they’re more likely to give you a chance in the future if your message is memorable. ...