Defining Your Brand’s Purpose

If you own a company, you surely know exactly what the products or services you offer are meant to do and who they’re meant to serve. For example, if you’re in the sustainable T-shirt making business, your aim might be to provide attractive, eco-conscious clothing options to young people. Or, if you’re in some type of repair industry, your intent is to fix customers’ products (within your niche area). 

But while you may know what you’re doing, you may not know your brand’s purpose, or you may have difficulty communicating your purpose to your customers. Yet being able to communicate brand purpose is essential and can help to drive sales. Here are some words of advice, suggestions, and questions to ask yourself to help define (and market) your brand’s purpose–

What Really Is Brand Purpose?

A brand’s purpose isn’t just what you do or who you serve, it’s why you do it. For example, if you work in metal recycling, your purpose may be to help protect the environment by doing everything you can to ensure that resources are conserved and landfill dumping is mitigated. A great example of a brand that has been uber-successful at defining and marketing their purpose is Dove–sure, the company sells soap, but its purpose is to empower women and improve their self-esteem–a purpose that really resonates with its audience. 

How to Discover Your Brand’s Purpose

If you’re not sure what your brand’s purpose is or how to articulate it to a broader audience, answering these questions--as suggested by an expert senior brand strategist at The Blake Project–can help. Be sure to write down your answers, as this may be the start of great website content.

• What was the reason you started the business? 
• In what way can your business have a bigger impact?
• What types of change do your customers want to see in the world?
• Does your purpose inspire customer trust and support of your brand? How can you articulate your purpose so that it does?
• How can you use your brand’s purpose to motivate yourself and those that you work with? 

How NUVEW Can Help

At NUVEW, our digital marketing specialists know how important brand purpose is. As your brand seeks to discover and articulate its purpose, we can help. We are creative brainstorms, writers, and creators with the content and digital marketing skills that make a difference. To learn more about how NUVEW can help your brand, call our digital marketing team directly or send us a message online at your convenience.