Brand Purpose

 

Effective brand strategy begins with being true to who you are as a company and committing to a clear brand purpose. A powerful brand purpose is a statement about how your company intends to make the world a better place. It's the fundamental reason your company exists — carried through the organization from employees to product to brand — and it's what unites customers with a brand at the level of basic human values.

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The "why" behind the brand.

"The ideal [purpose] is the brand's inspirational reason for being. It explains why the brand exists and the impact it seeks to make in the world. A brand ideal actively aims to improve the quality of people's lives. It creates a meaningful goal for the brand – a goal that aligns employees and the organization to better serve customers."
— Jim Stengel, former P&G CMO

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This is the starting point of effective brand strategy — and the reason companies with a strong sense of purpose take the time to understand why and where their brand fits within their customers' values. Those that do consistently outpace competitors who are winging it.

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Purpose that resonates.

A powerful brand story defines a purpose that goes beyond the product, reflecting consumers' values and beliefs — and helping them become more, both rationally and emotionally. If you're trying to reach Millennials, for example, your brand won't matter without a relevant, emotional purpose that genuinely resonates with them.

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Emotion accounts for 50% of the consumer buying process. If you can't crack that code, your brand won't even make it into the consideration set. Understanding how to harness buyer opinion, thought, and sentiment — and weave it into a strategy that's built into your marketing and strategic communications — gives you a clear business advantage. Opinion Window Research + Strategy helps propel your brand forward by uncovering the data that drives brand preference and loyalty.