Branding is more than just style. Several elements go into creating a strong brand. Here are five methods you can use to define your brand purpose.
Here's a tough statistic for all entrepreneurs to grapple with:
Over 45% of consumers say that they don't have much -- if any -- trust in brands.
One of the main reasons?
Because many brands these days don't have a clear purpose or message that they're able to effectively communicate to their target market. Without a strong message, there can be no emotional connection between brand and consumer.
And without that emotional connection?
Not only will it be tough to build trust, it will be a challenge to make any kind of impact at all.
Looking to define your brand purpose and
make a difference in your field?
Read on to learn how to make it happen.
1. Think About The Why
When you're trying to determine your brand purpose, the first thing you need to think about is why you started your company in the first place.
Maybe you wanted to address a specific pain point within your industry. Maybe you saw a need that wasn't being filled. Maybe you wanted to offer an alternative perspective, tap into a new market, or just offer more creative solutions.
Whatever the reason, you need to make the "why" behind your brand as clear as possible to your customers. Also, make sure you know what you want to change about your industry.
What are your plans to disrupt it? How are your methods different from what's already been done?
This will help you to better illustrate what separates your brand from the competition. The reason behind your company is something that's completely unique to you -- and therefore, entirely new to your customer base.
2. Show You Understand Your Market
Another way to help you to determine your overall brand purpose?
Think about the specific market that you'd like to help.
For example, are your products and services designed to help single mothers who work from home get more done in a day?
Or, is your brand geared more towards high-powered executives who need assistance with outsourcing more basic, day-to-day tasks?
When you're trying to determine the "why" behind your brand, you also need to think about the "who."
Then, you need to work to show that you're familiar on both a personal and professional level with the pain points and lifestyle choices of your target market.
What specific experience do you have working with the market? What connections do you have within it? How does your brand work to make the lives of your consumers easier?
The more you can show you know about your market, the more likely consumers are to feel a deep connection with your brand.
3. Prove You Plan To Make A Larger Impact
When you start to think about your larger brand purpose, you also need to think about the impact that you want to have not just on your target market and chosen industry, but also the world at large.
This can sound a little extreme, but hear us out.
In addition to a more "corporate" purpose, you also need to have a cause that's close to your heart -- one that the profits your brand generates will help to support.
That way, not only is your brand supporting people on an individual level, it's also making a difference in your community.
Maybe you're passionate about education, and want to donate 10% of your profits to education-based nonprofits. Perhaps you're dedicated to animal conservation, and want to provide environmental protection to endangered species.
Whatever you choose, make sure that you make it a large part of your brand' story.
Ways To Illustrate Your Brand Purpose
Now that you understand what brand purpose is, it's time to start thinking about how you're going to communicate it to your customer base.
Of course, one of the most effective ways to do this is through the design of your company's logo. You can use font, color, and the central image that you choose can all help you make an instant connection with your target market.
Your logo also helps to build brand consistency -- so make sure that you're putting it on as many of your products, web pages, and business cards.
Another way to illustrate the overall purpose of your brand?
Through packaging.
First of all, custom retail packaging gives you the chance to include inserts about your brand inside boxes and bags. You can talk about the why behind your brand, as well as let shoppers know how you plan to make a larger impact.
Great packaging also elevates the overall consumer experience. The more unique your packaging design, the more likely it is to go viral through an
unboxing video. This means that, in addition to making your customers feel more valued, you can also grow your social media presence and follower count.
If you're looking for a packaging company that can bring your dream design to life -- and reinforce your branding in the process -- spend some time on the Jansy website.
You're Ready To Get Serious About Brand Purpose
We hope that this post has helped you to better understand the importance of clearly defining and then illustrating your overall brand purpose.
Always keep in mind the "why" behind your brand, the specific market you want to assist, and the larger impact your brand will have on the community in which you operate.
Additionally, always look for avenues -- whether in advertising or in overall product development -- to reinforce the message of your brand.
Still need assistance developing a strong voice for your brand? Looking for additional help regarding content creation, web design, and much more?
We're here to help.
Spend some time on our website and blog or
contact us to get access to some of the top branding advice. Make this the year your brand emerges as a major player in your industry.
