Why is Brand Purpose Important for Established Brands
Many brands that have been around for decades rely heavily on established attributes such as product quality, customer loyalty, or visual identity. However, the lack of a clear brand purpose—a deeper, guiding reason for the brand’s existence beyond profits—can limit a company’s ability to connect emotionally with modern consumers and adapt to evolving markets.
Why is Brand Purpose Important for Established Brands?
A brand purpose is the meaningful, authentic “why” behind everything a company does. For new brands, it can be built from the ground up; but for legacy brands, priorities often focused on performance metrics rather than a holistic purpose. Still, purpose brings:
- Emotional connection: Customers today want to support brands that stand for something meaningful.
- Long-term resilience: Purpose-driven brands navigate market shifts with agility.
- Employee engagement: Purpose energizes internal culture and attracts talent.
- Differentiation: Amid commoditization, purpose separates a brand from competitors.
Steps to Define or Uncover Your Brand Purpose
- Assess Your Brand’s History and Impact: Review how your brand’s longstanding activities, values, and contributions have affected customers, employees, and communities.
- Engage Internal and External Stakeholders: Get input from employees, loyal customers, and partners to reflect on what the brand means today and what it aspires to be.
- Identify Core Values and Beliefs: Determine the underlying principles that have guided your brand’s decisions and culture.
- Link Purpose to Present and Future Relevance: Frame your brand purpose to resonate with current societal or customer needs, while aligning with your legacy.
- Communicate Authentic Stories: Use storytelling to illustrate the brand’s purpose through real examples and initiatives, reinforcing credibility.
- Integrate Purpose Across Touchpoints: Reflect your brand purpose consistently in marketing, product development, corporate social responsibility, and employee programs.
Challenges and How to Overcome Them
- Resistance to change: Established brands may fear diluting their heritage. Overcoming this requires leadership commitment and transparent communication.
- Vagueness or overgeneralization: Avoid generic mission statements that don’t inspire or differentiate.
- Implementation gaps: Ensure short-term actions align with long-term purpose to build trust.
Example
A classic automotive brand, with a rich heritage of craftsmanship, may discover its brand purpose revolves around “driving sustainable innovation for future generations,” seamlessly connecting its historical values to today’s environmental concerns.
For more on the importance and development of brand purpose, you can explore this in-depth article here.
Conclusion
Even if your brand is decades old with strong attributes, embedding a clear, authentic purpose at the heart of your identity is essential to remain relevant and inspire loyalty. Begin by exploring your brand’s core impacts and values, then evolve your story and actions to reflect a purposeful future.
Ready to define your brand’s true purpose? Start the journey today and transform your legacy into lasting relevance.