Keep Your Brand Relevant by Sharing Its Purpose

Does your business have a purpose other than money? If so, what is it? Do your customers and target audience know about it?

Purpose-driven marketing has been a trending tactic for a while now, but if you think this trend is at its descent… think again. With newer generations stepping up and actively participating in today’s economy, simply offering a product or service may not be enough. 

Your business needs to tell a story people can relate to. Consumers want to know that whatever they are spending on aligns not only with their budget but also with their core values, morals, and interests. 

Purpose-driven marketing is a tactic every business owner should implement if they want their brand to be considered. It is something that will keep the business relevant in the future, which will not only attract new clients but retain current ones, too. 

The purpose behind your business should pervade every aspect of it – from the look of your website and the sound of your story to lead generation and conversions. 

Why Implement Purpose-Driven Marketing?

Purpose-driven marketing can impact your business in many good ways, which, of course, all would lead to higher conversion rates. So, explore some benefits in detail…

• Makes Your Brand Stand Out: Your core purpose is something that differentiates your brand from the others with similar products, services, and offers.
  
  Your brand’s message can also help attract like-minded individuals. Observing and analyzing what kind of people are attracted to your brand can help narrow your target audience and target them with tailored marketing campaigns.
  
  
• Builds Trust, Transparency, And Emotional Connections: In this digital world, people crave authenticity, transparency, and something human (not techy) they can relate to.
  
  Sharing your purpose and the story behind it helps build strong emotional connections and trust, which in return increases your conversion rate.
  
  
• Boosts Brand Value: Offering more than a product or service in return for money deepens ties with your audience, helping your brand and product remain the go-to choice for that audience long-term, thus boosting your brand’s value.
  
  
• Increases The Referral Rate: When people feel a personal connection to your brand, they are more likely to recommend this product to their peers. This creates an organic marketing effect that you don’t have to spend time or money on.
  
  
• Keeps Your Business Relevant: As mentioned previously, newer generations like Gen Z and Millenials are taking over, and they prefer to spend money with brands that align with their values and are transparent about their purpose.
  
  There are many issues and movements in the world, and supporting one or the other may cost or gain your brand supporters and followers, so choose wisely and make sure your message and purpose align with your target audience (or at least don’t contradict their values.)
  
  

Pro Tips For Purpose-Driven Marketing

Now that you are aware of this tactic’s numerous benefits let’s explore some best practices to help you implement it successfully.

• Define Your Purpose: Nike’s brand message and purpose has been empowerment through sport and social justice.
  
  Coursera’s main purpose is to provide universal access to world-class learning.
  
  Porsche’s core message revolves around the idea of “Driven By Dreams,” and the brand wants to inspire and support individuals to achieve their aspirations.
  
  What is your brand’s purpose and message? You can start by focusing on solving a revolving problem, inspiring people, or encouraging and creating positive change. Once you get that figured out, align your products and services to represent your purpose.
  
  
• Create Purpose-Driven Messaging: Practice storytelling for this one. It is best to focus on the “why” behind your business while telling a compelling story and incorporating your values into communications.
  
  You can share the ups and downs of your journey and open up to your audience with some behind-the-scenes content.
  
  
•  Add The Purpose to the Customer Journey: Ensure that consumers and customers are aware of and experience your purpose and values in every interaction.
  
  For example, your follow-up email can show them how important it is to you to treat every individual with integrity and respect, or your after-purchase message can include a short story about how their purchase will contribute to your core purpose.
  
  
• Leverage Communities And Influencers: Connect with like-minded individuals and build a community where people can engage with you, your brand, and with each other.
  
  You can do so by creating private Facebook groups, Discord channels, or connecting with people on Quora and Reddit and sharing your knowledge and experiences there.
  
  You can also leverage micro-influencers in your niche and collaborate with them to promote your brand’s purpose and message, thus promoting your product or service.
  
  
• Create Educational Content: Your content needs to offer value without the typical “sales” message. This will show your audience that money isn’t the only thing you are after, which speaks positively of your character.
  
  You can offer free webinars, guides, PDFs, and other types of content that educate people and position your content as a valuable learning source. 
  
  

Closing Remarks

Brands use purpose-driven marketing to showcase a larger social or ethical purpose beyond just selling products or services. It is about aligning your business’s core values and morals with your audience and telling them a story they can passionately relate to. 

Your brand’s main purpose should be evident in every aspect, including your online presence, customer care, and sales process. 

Implementing purpose-driven marketing can build trust and deeper emotional connections between your business and your audience and customers, increase the referral rates for your products and services, boost your brand’s value long-term, and increase your conversions. 

So, that being said, what is the purpose and story behind your business? 

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– Steph