Why brand purpose matters - now more than ever

Back in March of this year, with lockdown looming, we were enjoying a beer (socially distanced of course) outside the Millowners Arms near our studio in Kelham Island. At the time, we were thinking that this would all blow over sooner rather than later, debating with friends where we should go on our next night out.

In other words, we naively thought it would be back to ‘business as usual’ before too long. It’s clear now, as we continue to hurtle down this corona rollercoaster (corona-coaster?) that our lives are going to take considerably longer to get back to normal. We live in a new reality and we must hold on tight and adapt to it. This applies to businesses and brands just as much as it applies to individuals. That old and somewhat hackneyed phrase ‘innovate or die’ comes to mind.

Whether you’ve spent the lockdown furloughed, homeworking, homeschooling or shielding, it’s highly likely that you won’t have achieved all of the worthy and wonderful goals you set yourself at the beginning. Goals like ‘learn Spanish’, ‘start writing that novel’ or ‘plan a new business’. All good ideas that have perhaps been started but have since fallen by the wayside, mainly because in the face of such extreme circumstances, thinking creatively and concentrating at length has been HARD.

Don’t feel bad about it. If you’ve managed to keep up with your day job, keep your kids alive and take a shower most days, then in our eyes you're a winner.

But as we (hopefully) come towards the end of the lockdown period and emerge, dizzy and blinking into the ‘new normal’, it’s time to start looking to the future.

If you’re responsible for a brand, this means taking time to look at the bigger picture. More specifically, it’s time to restate your brand purpose.

So what is brand purpose?

Ah yes, good question. Brand purpose is the reason your brand exists – beyond making money. It’s why you started your business in the first place. It’s how you connect to your customers on an emotional level.

And the reason it matters now?

Post-COVID, people will be understandably more cautious with their money and more selective about where they spend it. The brand that has a strong purpose and tells a story that resonates with its customers will always win out over the brand that doesn’t have a firm grasp of its purpose or its voice. Such a brand might try to be all things to all people, employing messaging that misses the mark every time.

How do you restate your brand purpose?

Here’s our handy 5-point plan:

1. Take it right back to basics. Ask yourself important questions, like:

• Why did I/we start this business?

• What do we want to stand for?

• What are our values?

• What impact do we want to have on the world?

• How do we want our customers to perceive us?

2. Write all of this down. Tell your brand’s story. Or if you’re not a natural writer, find someone who is.

3. Review all your communications, from your website and product information, to your social media and customer emails. Do they reflect your brand’s purpose? Do they carry your brand’s authentic voice? If not, rewrite them. Again, if that feels like a daunting task, bring in a professional copywriter to help.

4. Review your branding. Does your brand’s ‘look and feel’ sit well with its purpose and tone of voice? Or does it need updating? We know a good agency that can help you with that…

5. Make this your ‘new normal’. Moving forward, ensure all your actions as a business and all your communications are in line with your brand purpose, your values and your tone of voice. Exude positivity. Be kind. Create and offer genuine value.

That’s how your business will thrive, post-COVID.

We’re not saying this 5-point plan is easy. In fact, it’s a LOT of work. But it’s important, necessary work that you won’t regret doing.

We’ve spent long enough hunkered down, unable to concentrate, obsessively checking our phones for the latest news. It’s time to look up, get off the corona-coaster and move forward.

What’s your brand’s purpose?