September 09, 2019

Branding Me Softly

For what was once considered an extra feature in an organisation’s marketing strategy, brand purpose is now taking centre stage as a way of not only keeping up in a world that is constantly evolving but also contributing to a company’s bottom line as well. It’s one thing to realise the benefits of a brand purpose from a customer’s perspective but what about from that of those championing it within the organisation itself?

Benefits on the Soft Side.

An aspect of leadership than can sometimes struggle is the act of actually having to manage those around you within the workplace. This is where purpose comes into play, acting as a catalyst for strengthening internal relations both amongst colleagues as well as with various other stakeholders. Purpose fosters solidarity within an organisation which can subsequently foster solidarity with external customers too. So why is it daunting for employees when a company and/or brand suddenly decides to adopt a purpose-driven strategy?

Unifying the organisation. 

Most people are hardwired to resist change and when we do experience it, it can often feel uncertain and uncomfortable. But that is how we grow and evolve for the better, which is why when an organisation decides to lead with purpose from the inside-out, great things can start to happen. Giving employees a reason to stay rather than jump ship when there’s seachange ahead is what’s going to help them embrace the new direction in which the brand or organisation is headed.

Motivating stakeholders. 

In today’s society, there seems to be a level of distrust circulating across a number of professional industries. From the government to the media and everything in between, people are becoming increasingly more skeptical of these organisations and the motivations that are propelling their operations. More than ever before employees, especially from younger generations, are putting their faith into brands and companies that lean towards a greater purpose. When a brand is driven by a strong purpose, people from all sides whether they are customers, employees, internal or external stakeholders are going to be more receptive to that brand and therefore, more inclined to actually engage with it.

Broadening impact. 

Establishing a brand strategy involves figuring out all the little nuts and bolts that are going to help it function. With a purpose at the forefront of a brand’s overarching strategy, organisations can then answer the ‘whats’, the ‘whys’, and the ‘hows’ in order to deliver the products and/or services that they are offering to their customers. And knowing the ‘what’, ‘why’, and ‘how’ of a brand’s purpose is ultimately what’s going to help employees realise how they too can make a positive impact within their organisation as it navigates a new direction in the future.

There are plenty of brands around today that prove having a purpose is a worthwhile business strategy. Though we’ve always understood the value it brings to customers, we are now beginning to see how purpose can affect the internal workings of an organisation. As society continues to change, and people continue to prioritise brands based on their values, businesses need to allow purpose to guide the evolution of their organisations or risk losing both customers and employees.  


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