Date: Monday, March 7, 2016

Brand promises are no longer enough to involve consumers, since we live in a marketplace where confidence is low and budgetary vigilance is high. In other words, making a promise cannot separate a brand from the others.
It becomes pivotal for companies the creation of a distinctive identity and values for a wide audience that respond with a good reputation, positive word of mouth, attention and sharing of the goals.

We call this Brand Purpose. But what is its origin? How does it take place?
Why is the key!

The main goal is to keep the company’s brand alive thanks to the realization of contents and purposes that let it stand out from competition, find a competitive positioning and be a source of inspiration for people.
Again companies have to give brands a distinctive reason WHY, the ideals and the shared values that lead them.
A strong brand purpose is the one able of connecting strategy and people to the brand’s positioning, it allows customers to live an experience.
According to Simon Sinek’s vision (expressed through the Golden Circle) the real challenge for companies is to explain to employees and people WHY they actually do what they do.
People are not attracted by what companies do but WHY they do a specific product or service.
The goal is to do business with people who believe what companies believe and, for this reason, the interaction  with people should be based on the same beliefs. WHY is the key.

A similar vision is expressed by a very interesting article recently published by Marketing Week. Quoting the words of the author: “Consumers increasingly want organisations and brands able to demonstrate a purpose beyond profit and prove a business commitment to making the world a better place, but it requires more than a snappy slogan, with brands needing to set out their objectives and prove they are in it for the long term.

Purpose is about what you do and not what you say, and within the board room it has become a business transformation idea rather than a loose wrap-around at a brand level.”

This is the context wherein the Brand Language Design® method operates:

Moreover, in a world shaped by the Digital Transformation, the definition of the Brand Purpose involves the realization of the Brand Identity 3.0.

The uniqueness, the competitiveness and the endurance of the WHY find their essence in all communication channels both digital and phyisical.

The Brand Language Design® defines, creates and develops the connections that characterize the relation between company/brand and people and it aims to create a unique and memorable relational experience enhancing the building of the Purpose.

 

Sources:
Forbes
http://www.forbes.com/2009/11/11/brand-defining-marketing-cmo-network-allen-adamson.html

Marketing Week
http://www.marketingweek.com/2016/02/15/why-brands-must-prove-their-purpose-beyond-profit/#.VsLcoda6BQY.email

Start With Why - Simon Sinek TED talk
https://www.youtube.com/watch?v=sioZd3AxmnE

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