Why Does Your Brand Need Purpose?
You are the only one that should be defining your brand, not your customers or clients, or your competitors. It is important that you know your purpose early on so you can define your brand and give potential customers a reason to choose your company. If someone learns more about your company and why you started it, what will they find? The only information they read should not just be how you wanted to earn a living. They should be able to figure out the why, whether that means donating a percentage of your profits to a charity you believe in or because you wanted to provide animal-cruelty products.
What Are Some Tips for Defining Your Purpose?
The hard part is figuring out what your purpose is, but you most likely have one aside from wanting to earn a living with your business. Think back to the core values you had in mind for your business. This might be that you only wanted to make American-made products, that you wanted to help provide jobs to more people in your community, or because you couldn’t find other companies offering the same quality of services you provide at the costs you provide them. Evaluate yourself as the company owner and founder as much as evaluating your business, and you will find your brand’s purpose.
How to Incorporate it Into Your Business Model
Now that you have figured out exactly what your brand purpose is, you can incorporate it into your business model. Since the purpose appeals to the emotions of others, this is a good place to start. Think of your target market and your purpose together; what types of people would like to shop with a business that doesn’t use harsh chemicals? This is where your target market is and it will help you to get the word out. It doesn’t matter what your brand’s purpose is, but that you are able to expand on your brand by using it to your advantage.
A lot of purchases are based on emotion, so you should use that to your advantage as well. This may mean sending out an email to let customers know you will be donating to a different charity every month, that you want to give away free food to the homeless on a routine basis, or that you will now be participating in Cyber Monday, where small businesses encourage each other to shop locally.