What is your brand's purpose? Why should a customer choose your brand over the competition?
The majority of consumers today are Millennials. These individuals are anything but the lazy, basement-dwellers society views them as. Instead, they are compassionate, knowledgeable, and love supporting a good cause. They want to make the world a better place and will stand behind any company with those same values.
What is purpose driven marketing?
In a nutshell, purpose driven marketing is about connecting with your customers on an emotional level. The idea behind this way of marketing isn’t new and it’s used by major brands all over the world. Take the Dove self-esteem campaign, for example.
Their mission is to ensure girls today grow up with a positive relationship with the way they look. They provide resources for members of the community to share this information with today’s youth. To date, they have helped more than 19 million young people.
What consumer wouldn’t stand behind a company like that?
Marketing with a purpose driven approach isn’t just about your customers. Your employees also want to work for a company that supports and positively impacts the community. They will get motivation knowing they are working to make a positive impact in the lives of others.
How do you market with purpose?
Before you start any sort of marketing efforts, you need to understand your customers. Your purpose should relate to your customer and your product. Let's say you sell computers. Will your customers relate more to you supporting a local animal shelter, or you donating computers to a local school?
Partner up with a local non-profit that shares the same mission as your company. Offer a product giveback to an organization that would benefit from it. When you step out and make positive changes to your community, your customers take notice.
Many consumers today say they have switched to a different brand because of the impact that company had on the community. Some other ways to add “purpose” to your business are:
1. Be Honest. You know the old saying “honesty is the best policy.” If something goes wrong with your product or service, fess up. Customers take notice of businesses that admit they made a mistake and how they plan to fix it.
2. Be Human. Your customers want to support people, not necessarily your business. Give your brand a personality. Show customers the people behind your brand and have fun with it.
3. Be True. Make sure you have the substance to back up any claims you make to your customers. Don’t lie to your customers. If you don’t have a purpose you can be proud of, make the necessary changes until you do.
Forget about your bottom line.
With purpose driven marketing, you aren’t going to see a profit straight out of the gate. It’s more about nurturing that relationship with your customers and establishing yourself as a relatable and honest brand. Over time, your profits will grow and so will your number of reliable and committed customers.
If you struggle with purpose driven marketing, let me help!