As we near the end of 2021, it is a good idea for businesses to look back and apply the lessons time has taught to meet consumers’ deeper needs. Consumers are becoming more conscious of the products and services they purchase. You should not be surprised if your customers have become so mindful of the following aspects:
- Sustainability
- Scalability
- Mental health
- Social impact
- Environmental impact
- Racial equity
- Gender equality
- Poverty alleviation
In fact, you should work on aligning your brand to the above-listed aspects. Beyond 2021 is a time for brands like you to be more attentive and receptive to your customers’ personal convictions and strive to do something positively impactful.
What is brand purpose?
Your brand purpose is the driving force of your business activities. It is about your firm beliefs and how your organization’s resources are pooled, leveraged, or bootstrapped to make a difference in the world.
According to an article on Canva,
brand purpose corresponds to what you stand for. It can be dubbed as your company’s “North Star.”
It is not uncommon now to see coffee shops where the customers pay for extra meals. The paid-for meals can then be given to the homeless and hungry who are welcome to walk in and claim the meals. Some customers seek out and patronize only coffee shops that offer such options.
In the past, squalene was derived from shark livers. This fact caused shark populations to decrease dramatically, threatening marine ecosystems. So, companies switched to derive squalene from olives, sugarcane, and rice bran, thus creating sustainability. A major part of this switch is because the brand has become purpose-driven by customer awareness and ethical purchasing.
Consumers increasingly like to feel as if they are playing a role in a bigger movement that is making a difference. Therefore, show your customers that you are more than your products and services. Show them that you have a higher purpose that precedes maximizing profit.
Improve your brand purpose and thrust your brand forward by enrolling in the Brand Management certificate program offered by Genashtim in collaboration with eCornell.
<pstyle=”font-weight: 400; text-align: justify;”>eCornell courses are approved by SkillsFuture Singapore for SkillsFuture Credit as well as by HRD Corp Malaysia under its SBL-Khas Scheme.