What’s your brand’s superpower?

Whether you’ve been in business for months, years, or decades, behind your product or service are people and ideas. And, unless you’re hiding your brand’s light under a bushel of sameness, there’s a reason you’re in business, other than the cash. This my friends is your brand purpose, and it’s your brand’s superpower. 

And no, this isn’t some bullshit terminology designed to keep all the other branding bods and myself in business.  

In a challenging financial climate, a business without brand purpose is like a building without foundations. On the surface of things, it might look ok, but as soon as there is any kind of impact, it’s gonna crumble. 

So, now is the time to harness your brand’s superpower, its purpose, to support, strengthen, and grow your brand. Because not only will brand purpose set you apart from the competition, purpose-driven companies are loved by their people as well as their customers. So, the buy-in is twofold, providing a solid foundation for your business to weather the storm. 

So, what is brand purpose? And, what’s the point of it? 

Put simply, brand purpose is what your brand stands for, and what it means to people.  

Brands that lead with purpose are changing the world we live in AND the way we do business. And it's about time. 

Brand purpose helps connect your brand on a deeper level, inside and out. Inside, to your team and outside – to your clients, customers, suppliers and followers. Organisations with a brand purpose know exactly why they do what they do. Why they supply their product or service. The point of it all. Because brand purpose gives real meaning to the day-to-day. 

Clients and consumers are drawn to a brand because of the reason it exists, or a cause it supports. And guess what? They are also willing to pay more for brands whose purpose is transparent and accountable.  

And just as they are willing to buy-in to a brand whose purpose aligns with their own values, they are just as willing to walk away from brands who do not. So please, don’t be under any illusion that this brand purpose stuff is airy-fairy nonsense. 

So, if yours isn’t, now’s the time to shout it from the rooftops for the world to hear. Okay, maybe just your comms, your website and socials, for now…

Behind every product or service are people and ideas. 

Now is the perfect time to tell the world all about yours. Because it’s the brands who stand for something, not just making cash, that will stand the test of tsunami-like proportions that a global monetary crisis could bring.