The 'A' in our ACE Framework stands for Awareness. For 'purpose' to succeed in driving meaningful impact and, as a result, new business - consumers must first be acutely aware of what it is that your brand represents. You can pour your heart into crafting a sentimental brand purpose, but if it's not compelling to your customers... your efforts are fairly futile.
With this in mind, we've pulled together some key questions to ask yourself, and your team, to help you build a powerful and impactful purpose-driven organisation that resonates with today's consumers.
- 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 convey your brand purpose effectively- get in touch! We'd love to see how we can help.