viceversa > Branding > What is “Purpose Driven Marketing”? Part 1.

The change from concept-based transactional marketing to purpose-oriented marketing makes all the difference. This is the reason why some companies really take off, while others don’t get off the ground.

What is “Purpose Driven Marketing”?

Purpose Driven Marketing is marketing that is based on the actual purpose of your company and thus the founding spirit of your company or the original reason for its existence. It therefore goes far beyond simply making a profit. Customers who are aligned with your purpose know that your offering fits them and aligns with their values. This is an effective long-term form of business development.

How would you define your “purpose”, i.e. the purpose of your company? First of all, you need to determine what the actual goal of your company is. Here are five questions you should ask yourself:

Question 1: What was the original spirit behind the founding of your company?
Question 2: What is the top priority for your customers?
Question 3: How can your company contribute to making the world a better place, both in small and perhaps large ways?
Question 4: What impact do you want to have on your customers on a permanent basis?
Question 5: What social cause is your company committed to every day?

Once you have answered these questions, think about what the core purpose of your business is and how you can align this with your values and brand story. (In what form are you, is your company unique?)

Here are five steps to ensure your marketing strategies are guided by your purpose:

  1. Think about what you want to achieve with your brand. Formulate your purpose in such a way that it resonates with your target group. What values are important to her? What positive influence do you want to have on society? Describe this simply, clearly, concisely and authentically.
  2. Be at eye level with your target group: Get to know your customers better. What are the values and beliefs that are of central importance to your customers? It is important that you align your purpose, your goals with those of your customers to create a real connection. For example, you can use social media, surveys or direct conversations to find out more about your target group.
  3. Humanize your brand: In today’s world, empathy is key. Be human and genuinely care about your customers and your community. It’s not just about the profit. It’s also about building trust through actions that show that social responsibility is important to you.
  4. Don’t just make profit the yardstick: Sure, ROI is important. But with purpose-driven marketing, you also have to keep other things in mind. Take a look at how committed your employees are, how satisfied they are with their job, what the public thinks of you and how often you are reported on. This allows you to measure whether your purpose-driven initiatives are working.
  5. Tell the story of your brand as it really is: share your conviction, your journey and your commitment to your goals through genuine storytelling. Whether on your website, in social media or in other marketing channels – show people who your company really is and what makes you special.

And last but not least: The goals you want to achieve with purpose-driven marketing must be lived by every single person in your company!

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