Strategizing Around Your Brand Purpose

strategizing around your brand purpose

Brand purpose is essentially a brand’s reason beyond making money. You should not confuse it with the brand promise. While a brand promise gives a buyer an idea of what to expect from the product or service, brand purpose is beyond that. Brand purpose connects with consumers on consumer’s needs, emotions, and competitive environment. In addition, you should clear up the biggest misconception about brand purpose. Your brand is not your product, logo, website, or name. Your brand purpose is the stuff that feels intangible. However, it is a hard-to-pin-down feeling that separates powerhouse and mediocre brands from each other. Below are components on how to strategize around your brand purpose.

Messaging Strategy

Messaging strategy translates your branding positioning into messages to your various target audience. Your audience includes potential clients, potential employees, referral sources or other influencers, and potential partnering opportunities. Your core brand positioning must be the same for all audiences. Each audience will be interested in a different aspect. The message will emphasize specific relevant points that must be addressed to your audience, and each will need another type of evidence to support your message. This is essential in making your brand purpose strategies relevant to your target audience.

Employee Involvement

A sense of consistency is vital if you wish to build brand recognition. A style guide can help you achieve a cohesive digital experience. It is equally crucial for your employees to be well-versed in communicating with your customers and representing the brand.

Brand Positioning

Implementing a brand positioning must be a brand statement of your business. Brand positioning is a marketing strategy that helps a firm set itself apart. Also includes a holistic picture of how you would like your brand to be perceived by consumers. Additionally, the positioning statement should be three to five sentences in length and capture the essence of your branding positioning. The information must be grounded in reality as you will have to deliver what you promised. Also, it must be a bit aspirational, so you have something striving for.


There is a critical part of every brand purpose strategy, especially if you want to support your sales organization. You should always create a positive relationship between you and your existing customer’s sets the tone for what potential customers can expect if they choose to do business with you. Customers who exhibit brand loyalty are devoted to a product or service. Their repeated purchase demonstrates this despite competitors’ efforts to lure them out.

Target Clients

Research shows high growth, high profit of a firm is determined by clearly defined target clients. The narrow the focus, the faster the growth. The more diverse the target audience, the more your market efforts. Firms that do systematic research grow quicker and are more profitable. You also understand your target client’s perspective and priorities, anticipate their needs, and put your language that resonates with them. Further, it also tells you how they view your firm’s strength and brand.

With the above components, you can now strategize around your brand purpose and achieve the best in your organization.

About Brian: Brian Jackson is the founder of Shoestring Branding - a marketing and branding blog for entrepreneurs, with an emphasis on internet-based tools and strategies.