One of the greatest strengths of purpose-driven communication is that it clearly states WHY your brand exists. This powerful driver is beneficial because it encourages teams and customers to become part of something bigger than making a profit — every message, every interaction.

And your customers realize it. The majority of consumers say they would switch to a product from a purpose-driven company. 

There are many advantages to purpose-driven communication, some of which include:

1. Purpose drives your story and brand values. Why you exist is glue that emotionally connects you to your audience. Brands often fail to create emotion-driven content because they lack understanding of what their people value. Consumers have grown callous to advertising — so you need to build trust through alignment and values.
2. It attracts, empowers, and guides employees. Teams who have a clear understanding of who they are collectively and why they go to work every day make better decisions when faced with an issue. Many companies choose general or borrowed purposes, such as “we put our customers first” or “to make every brand more inspiring”. Do these mission statements inspire you? Decisions are made every day, at every level in business from budget planning to social posts to customer service teams. So we like to ask clients, what guides your team in their decision making?
3. Customers are more likely to share purposeful content. Regardless of your own perception of communication, it’s important to understand how customers engage with it. A recent study revealed that 68% of consumers say they would be more willing to share content on their social networks from purpose-driven companies than traditional companies. If you want to amplify your message and create deeper bonds, shared content is the most powerful way to do so.
4. Shows customers that they help make an impact. Purpose is exciting, motivating, and challenging. It’s designed to drive people to become better and feel part of something greater than themselves.

Key Note: The goal of any company is to attract and retain talent, satisfy customers, and conduct business in a manner that secures its license to operate in the eyes of the community and regulators—all while earning an appealing return on capital. Defining your corporate purpose is an opportunity to demonstrate how your company can satisfy those requirements simultaneously. But, as is always the case with strategy, corporate purpose requires clarity about the trade-offs being made and should result in something that is internally coherent. Many of the challenges that companies encounter with purpose stem from a perceived lack of alignment between how they behave and what they say they stand for. It is tempting to claim being “purpose driven” because of the appeal to employees and consumers—but that works only if you demonstrate authenticity and coherence.

Need help to get started? We are here for you! Contact us and lets discuss.