Building the UK’s ‘Specialist Merchant’ brand for the trade
Brand Purpose Agency
We develop brands with purpose that deliver on their promise
People want to engage with – and work for – brands that have a clear point of view and create value for society. Brands with purpose have gone mainstream because they have been proven to accelerate growth, combining business objectives with social impact.
What is brand purpose?
Brands that lack purpose are often inconsistent. They lack a foundation. Purpose is “the reason for which something is done or made or for which something exists”. That’s why we help brands find purpose.
Brand purpose is a short statement that describes why your organisation exists and the value you create for society: your reason for being. Get it right and the brand becomes something that customers want to show loyalty towards. That’s what profit can be built around.
When implemented correctly and placed at the heart of a business and brand strategy it is the filter for all decision-making.
Why brand purpose?
Developing a strong, enduring brand requires a brand strategy and purpose upon which to direct culture and operations, products and services, communications and innovation. The brand strategy and purpose should run through every brand presence.
When a business acts on its brand purpose, it can build its corporate reputation, trust and loyalty, as well as inspire and engage employees and customers. When the external experience of a company aligns with its internal culture, the brand resonates authenticity.
The Edelman Trust Barometer reports that 80% of consumers agree that a business must play a role in addressing societal issues; they want a company to take actions which increase profits, improve social conditions, and make the world a better place. A total of 45% of consumers attribute ‘business contribution to the greater good’ as the reason their trust in business has grown. Nielsen found that 2 in 3 consumers will pay more for products and services from brands that are committed to making a positive social impact.
How we can help
How good is your brand purpose? We specialise in helping businesses establish their brand purpose and embed it at the heart of the business and its strategy. We give your brand purpose and bring it to life inside and out.
Frequently asked questions
- What is brand purpose?
Brand purpose is a short statement that describes why an organisation exists and the value it creates for society. It is an organisation’s reason for being.
- Why is a brand purpose important?
Brands that lack purpose are often inconsistent. When a business acts on its brand purpose, and places it at the heart of its overall strategy, it can achieve returns on its bottom line, customer loyalty and employee engagement.
- Examples of brand purpose
Coca-Cola: To refresh the world. To inspire moments of optimism and happiness.
Nike: To bring inspiration and innovation to every athlete. If you have a body, you are an athlete.
Disney: We create happiness, by providing the finest in entertainment for people of all ages, everywhere.
Apple: Make tools for the mind that advance humankind.
Google: Organise the world’s information and make it universally accessible and useful.
Airbnb: Imagine a world where you can belong anywhere.
Dove: Helping women reconsider and redefine what beauty is.