In the fast-paced consumer world, where competition is fierce and attention spans are forever shortening, building a stand-out brand requires more than just a flashy logo or a catchy tagline. Today, building a successful brand necessitates the uncovering of your organisation’s purpose – a deeper connection with your audience that goes beyond just basic communication. In this short guide, we’ll explore Quantock’s five essential steps to help you build purpose into your brand, and create a deeper emotional connection with your target audiences.

Step 1: Understand Your Audience

Building a purpose-driven brand starts with a clear understanding of who your audiences are – and what they care about. We recommend you begin by diving into market research to unravel their needs, desires, and concerns. What’s at the forefront of their mind? What inspires them? By empathising with your audience, you lay the foundation for building a brand purpose that resonates authentically and emotionally.

Demographic research will give you information on who your audience is, however psychographic research reveals what motivates your consumer, and their purchasing behaviour – which is key if you want your brand to connect with the real, human experiences of your customers. You can do this by conducting focus groups or creating surveys/questionnaires to collect and analyse audience data.

Step 2: Define Your What, How, Why

Clearly articulating your brand’s purpose involves answering three fundamental questions:

• What does your brand/organisation do? E.g. the overall product or service that you offer.
• How does your brand/organisation do things differently? E.g. your point of difference, or unique methodology.
• Why does your brand exist? E.g. beyond just generating profit.

These questions form the backbone of your brand’s identity. Be concise and genuine in your responses, ensuring that your “What,” “Why,” and “How” align seamlessly to communicate a consistent and compelling message.

Step 3: Solidify Your Core Values

Your core values are the guiding principles that shape your organisation’s culture and operational behaviour. If they do not exist already, take the time to identify and solidify these values (best done in partnership with senior management). Are you committed to innovation, honesty, or responsibility? And if so, why? Ensure that these values are not just lofty ideals, but are actually ingrained into your daily operations – and make sure that you have the evidence to back them up. Having values that you authentically live and breathe builds trust with your audience and reinforces the purpose-driven nature of your brand across every touchpoint.

Step 4: Craft a Compelling Brand Story

Every brand has a story, but a purpose-driven brand weaves a compelling brand narrative that resonates on a much deeper level. Try to craft a story that communicates your brand’s journey – and the decisions that have led it to where it is today. Your story should not only captivate but also reflect the spirit of your brand purpose. It’s important that your brand story is emotive, and accessible – make sure that it tonally aligns with the profile of your target audience.

Step 5: Engage in Meaningful Causes

A purposeful brand doesn’t just talk the talk; it walks the walk. Your audience wants to see you demonstrating what your brand believes in. Actively engage in causes that align with your brand’s values – whether it’s supporting local communities, championing environmental sustainability, or contributing to social justice, meaningful actions speak much louder than words. Show your audience that your brand is not just about profits but is committed to making a positive impact on the world.

Building a Brand Purpose: Next Steps

Building a brand that has purpose at its heart is no easy task; its also one that is ongoing! Your brand will need to have a continual commitment to understanding its audiences, living its values, and evolving as time goes by. It’s important to remember that brand purpose isn’t a marketing gimmick; it’s something that your whole organisation should believe in.

Exploring brand purpose forms part of our Brand Slingshot programme. A bespoke, practical and immersive brand discovery experience, Brand Slingshot is designed to help marketeers and organisations uncover and distil the true essence of a brand. To find out more, click here.