In today’s values-led landscape, a well-crafted purpose statement confined to the C-suite isn’t enough. Yet, purpose is still getting stuck in the boardroom.
To realize its potential as a driver of sustained profit growth—and attract talent, investment, and customers—purpose should be put to work. It must be unlocked from its siloed, stuck position and brought to life in ways that are clear, meaningful, and consistent to all stakeholders: employees, consumers, investors, even public officials and the media.
As the lens between a business and all these audiences, brand is the vehicle to communicate your purpose: what you stand for and why people should care.
Taking an inside-out approach to brand strategy
Bringing purpose to life through brand strategy is a challenge best approached from the inside out. A meaningful, purpose-informed brand strategy cannot be fabricated from nothing. It has to be genuine and come from your organization’s heart to then translate (based on what it stands for and what it wants to achieve) outside its own walls. Otherwise, you risk purpose-washing—also known as taking something inauthentic, that fails to resonate with anyone, to market. Don’t fall into the trap of seeing brand as a superficial aesthetic exercise; it plays a critical role in customer consideration, driving preference and favorability with your target audience.
Before any branding activity, it’s essential to conduct external research, including a competitive audit and a review of existing go-to-market approaches and assets. Ask yourself who your favorite brands are, and why. Consider who is going to market well, drawing inspiration from both inside and outside your category, including innovative start-ups. Think about how their strategies can be adapted and applied to your organization.
Most marketing leaders balk at the thought of getting the entire senior leadership team (SLT) in one place for any length of time, but intensive workshopping is the most agile and efficient way of getting to the final brand solution and verbal identity. Gather your SLT to define the business story—along with the purpose, ambition, and strategies you’ll use to get there—and ensure everyone is fully aligned.
Such an inside-out approach to branding extends to more grassroots levels, as well. When people are involved in the development and implementation of a new brand strategy, they become invested in it and help drive it forward with their teams, peers, and wider networks.
Looking backwards to build future brand value
The key to the future often lies somewhere in your past. Consider the origins and founding principles of your organization; then, determine how to take them forward to steer future actions and growth. A new position, visual identity, or both in tandem can help bridge your heritage with the business you’re becoming if it’s done with clarity and in a way that resonates with all stakeholders.
This doesn’t mean reinventing the wheel, but rather making your legacy relevant now. Companies are usually founded upon a simple offering and go to market with a clear proposition. Over time, however, factors like expanding into new markets, mergers and acquisitions (M&A’s), changes in leadership and management, and other challenges can muddy the waters. So, identify the simplest, most resonant philosophy in the founding vision and contextualize it according to what your company does today (and where it’s headed).
One caveat, particularly for larger organizations with multiple brands, is that purpose should only be activated through brand strategy where it’s relevant and authentic to that sub-brand. People see through your attempts to quickly cover more ground by replicating your approach across the board—that’s what often leads to purpose-washing, in fact. Reflecting the organization’s history and roots, and how those aspirations are mirrored via present actions, helps avoid this.
Reflecting brand purpose at every touchpoint
Brand transforms purpose from an internal motivator that generates excitement within the business to something that makes an external impact.
Every touchpoint and expression of the brand—from team headshots and the use of photography to taglines and typography—is an opportunity to reflect a purpose-driven identity. This is why, when developing a set of brand guidelines, it’s crucial to apply your strategic thinking around purpose to every single asset. And explain to others how to exemplify the same.
Also, bear in mind that audience expectations are evolving in B2B. Today’s buyers are exposed to and expect high-quality communications at every touchpoint. They’re human, just like B2C consumers.
When’s the right time to reassess brand identity?
During pivotal moments of business change—such as leadership transitions, M&A activity, or investment rounds—your brand is your greatest strategic asset.
Pivots are the perfect time to dive into your business story and purpose, distilling what differentiates you from competitors and why that should ultimately drive preference. By communicating this through your brand, you can bring everyone along for the journey.
Brand has the potential to translate visionary purpose from something stuck in the C-suite to meaningful outward expressions for every stakeholder. By starting from the inside out and aligning everyone (from top to bottom) with your new brand identity, you set the course for achieving future ambitions.
Cover image: Joppo