A brand purpose defines the “soul” of the organization. So you’ve got a logo… Maybe even a slogan… But that doesn’t mean you’ve got a brand. The higher purpose suggests emotional and social benefits coming from choosing that brand. A brand purpose defines the “soul” of the organization. It represents what it stands for and what are its social obligations towards society, consumers, and the environment. The 5 Questions. David Aaker, an expert in brand building, has suggested that a brand should not only define its functional purpose, the job that it is going to do, but also to express the brand’s higher purpose. Having a strong brand works to build customer recognition.

Brand purpose is also known as the North Star or the noble purpose of the brand. BCommunicating Your Brand Purpose Simply, Better Why you should not believe everything people say Jon Harper T: +44 (0) 7977 196172 E: jon.harper@ipsos.com Marcus Reidy T: +44 (0) 7977 196172 E: marcus.reidy@ipsos.com Many of the world’s largest companies have embraced the concept of Brand Purpose and are orientating their brands around it. If you want to stand out, your brand has to stand for something beyond its products and services. It’s what a particular organization stands for. Purpose is the “why” behind your brand.

Read on to learn how the pros do it. When competing on social purpose, inconsistencies between your operations and your brand claims will become more salient and should be quickly resolved—or, better, avoided in the first place. London, Rotterdam - Unilever today announced that its purpose-led, Sustainable Living Brands are growing 69% faster than the rest of the business and delivering 75% of the company’s growth. The importance of building a brand on a purpose… That in turn puts some actions in-purpose and renders others unacceptable even if they meet the requirements of the functional purpose because they do not contribute to the intentional purpose. The 5 Questions. This means when a customer is shopping for a particular product or considering a company to perform a service, they recognize your company in the running.

Your goal is for your prospects and customers to remember your colors, and begin to associate them with your business. It’s the real reason your company exists. It’s what a particular organization stands for.

Simply, Better BCommunicating Your Brand Purpose Simply, Better Why you should not believe everything people say Jon Harper T: +44 (0) 7977 196172 E: jon.harper@ipsos.com Marcus Reidy T: +44 (0) 7977 196172 E: marcus.reidy@ipsos.com Many of the world’s largest Tips for becoming an authentic purpose driven brand There are millions, even billions of brands out there, all competing for customer attention. Your platforms for media communication, website and print marketing need to be consistent and all send the same message. Marketing The Hidden Reasons Why Customers Buy Your Products It's easy to get caught up in the price-and-convenience game, but there's more to shopper dynamics to consider.

Most brands choose not to explicitly spell it out, instead communicating their purpose in a way that engages and inspires the customer, using imagery and campaigns. Branding doesn't just count during the time before the purchase—the brand … 9 Strong Factors for a Successful Brand Strategy Your brand strategy is the most important long-term aspect of business. Brand purpose is the intent behind a brand’s existence beyond making money. Tips for becoming an authentic purpose driven brand There are millions, even billions of brands out there, all competing for customer attention. In fact, research shows that up to 85% of consumers believe color is the biggest motivator to choose a particular product, while 92% acknowledge visual appearance as the most persuasive marketing factor overall. The frame influences a bike's weight, strength, longevity, ride quality and price. Above all else, remember that your brand purpose is a promise that you make to your customers – don’t choose a promise you can’t keep. It’s the real reason your company exists. Some more-expensive models have lighter aluminum frames as a result of the manufacturer expending more dollars and effort in the selection of materials, tubing design and the manufacturing process. What Is Brand Purpose? The figures, which were revealed by Unilever CEO Alan Jope at the Deutsche Bank Global Consumer Conference in Paris, demonstrate that: Put simply, brand purpose is the reason you exist, your point, the why you, instead of a dozen others. In developing a strategic marketing plan, your brand serves as a guide to understanding the purpose of your key business objectives and enables you to align the plan with those objectives. Above all else, remember that your brand purpose is a promise that you make to your customers – don’t choose a promise you can’t keep. If you want to stand out, your brand has to stand for something beyond its products and services. Its brand, reputation and market share then depend on the brand continuing to do right by that idea. Minimize your colors for maximum impact.