We created the ACE framework as a skeleton to help you build purpose into your business so that it drives impact & new business, in tandem.
For purpose to hold influence over consumer behaviour, your audience must first be acutely aware of what your brand represents. You can pour your heart into crafting a sentimental brand purpose, but if your customers' don't register it... your efforts are fairly futile.
The following pointers are designed to get you thinking about purpose holistically so you ensure it's embed it into the core of your business and reflected throughout your entire organisation.
- What do you care about? What are your core values?
As a company, think deeply about what you care about and what you stand for and use these core beliefs to guide your directions and decisions.
- How are your values reflected in the day to day running of your company ie. your supply chain?
90% of the negative social and environmental impact (ie. impact on air, land, water, biodiversity) of the consumer sector takes place in supply chains. If your ethical claims are no more than an advertising promise, your purpose is redundant. For purpose to be influential to customers, it must be lived each day. Ask yourself: are you treating your employees, clients and partners at every stage of your supply chain fairly? How can you continue to make things better to ensure your purpose and your values are reflected at every touchpoint?
- How are you making your customers aware of your purpose?
Incorporate your purpose into your marketing strategy. When your purpose and values are represented in your brand identity and the product itself, customers with shared principles will be drawn to your offering over your competitors.
Over the past few years, we've carried out extensive research on customer attitudes towards purpose, so if you'd like some more personalised advice on how to project your purpose in the right way- get in touch! We'd love to see how we can help.