PURPOSE
What’s one of the biggest things that separates the more successful brands from the not-so-successful ones?
Key to Success | Purpose
It's About Purpose
You have to identify, embrace, embody, and articulate a brand purpose that inspires your audience to connect with you. Purpose can make your brand more attractive.
What does the quote to the right really mean? People don’t connect with a company’s products and services. They buy into the reasons the company exists in the first place. They buy into the idea that the company exists for something larger than themselves.
People don’t buy what you do. They buy why you do it.
Examples of Purpose in Marketing
McDonald's
An unlikely partnership between an NFL team, a children’s hospital and a restaurant chain lead to the formation of Ronald McDonald Houses of Charity in 1974. Ever since, McDonald’s has been closely involved in promoting the cause that provides a home-away-from-home to families of seriously ill and traumatically injured children who are being treated at nearby hospitals, among other services.
Dove Beauty Products
A leader in health and beauty, Dove has a strong social mission that is present across many marketing platforms. Dove promotes their social mission ‘to ensure that the next generation grows up enjoying a positive relationship with the way they look and to help them reach their full potential in life’ by representing all body types in their campaigns.
Dawn Dish Soap
The dish soap company, Dawn, has been dedicated to the environmental cause of rescue and releasing wildlife affected by disastrous oil pollution for over 30 years. Some of their many social missions include founding a Marine Mammal veterinary hospital and the public education regarding habitat conservation.