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What Is Purpose Driven Branding and Why Does It Matter?

A group of people planting a tree in the dirt.

94%. That’s the percentage of global consumers that want to buy from companies with a purpose that goes beyond generating profit.

As marketers, we know brand purpose is important. Yet, many companies continue to miss the mark. We know this because studies show that consumers are unable to easily recall brands doing good work on sustainability, diversity and community.

Look… your ad budget is precious, especially under the uncertain economic conditions we currently find ourselves in. And the numbers don’t lie– purpose-driven branding works. But if you’re not seeing any ROI, we’re here to help change that.

Below, we’re covering everything you need to know about purpose-driven branding and how to build campaigns that consumers not only resonate with – but become brand advocates over.

What is Purpose-Driven Branding?

A purpose driven brand is a brand that has a “core mission” that goes beyond profit. And if done correctly, that mission is represented in everything that the brand does— from its visuals, story, decision-making, and advertising campaigns.

Purpose-driven branding vs. traditional branding: What’s the difference?

Not every company has a brand purpose that goes beyond driving revenue. These organizations typically take a more traditional branding approach. Traditional branding relies on consumers associating a certain idea, a set of values, imagery, or lifestyle with a brand’s name to promote its services or products. The goal is to create a positive association with the brand in the minds of its consumers– often through emotional appeals or aspirational messaging – ultimately to drive revenue.

Purpose-driven branding, on the other hand, goes beyond that and makes the question “why” the core of its brand. Companies with a purpose aim to establish a deeper connection with consumers by aligning a company’s values and actions with a meaningful purpose or mission. This purpose can be social or environmental, or simply a commitment to creating a better world through its products or services.

Benefits of Purpose-Driven Branding

You might be asking, “Why would a brand want to focus on anything other than driving revenue?” And it’s a valid question. But believe it or not, driving revenue and having a purpose actually go very much hand in hand.

According to Forbes, consumers are:

  • 4x more likely to purchase from the brand with a purpose,
  • 6x more likely to protect that brand in a challenging market,
  • 4.5x more likely to recommend the brand to a friend,
  • 4.1x more likely to trust the brand.

In addition to the statistics, there’s a multitude of reasons more organizations are starting to focus on purpose-driven advertising efforts.

Building consumer loyalty

First of all, brands with “purpose” inspire a stronger sense of loyalty with their audiences and consumers.

Consumers are more likely to support brands that align with their values and beliefs, even if it means paying a premium for their products or services.

Purpose-driven branding can also attract new customers who may not have otherwise considered the brand.

Building brand trust

Consumers are becoming more socially and environmentally conscious and are seeking out brands that share their values and beliefs.

Purpose-driven branding can help companies build trust and credibility with these consumers by demonstrating their commitment to making a positive impact beyond just selling products or services.

Competitive advantages

Purpose-driven branding offers valuable differentiation.

When you have a strong purpose, it’s hard for competitors to compete with you because your brand relies on more than lifestyle, or price. It’s about something more that makes people connect with your brand on a deeper emotional level.

In fact, According to statistics, brands that lead with purpose are preferred by US consumers. Specifically, 89% of consumers have a positive image of such brands, while 86% trust them, and 83% are loyal to them.

Impact cultural change

When your brand or company has a strong purpose, your employees and company culture changes for the better.

Your brand no longer becomes solely about profit, but instead about making a change, which inspires your employees to work for a greater goal. This creates a stronger morale in the workplace and inspires your internal stakeholders with the work being done.

Increased brand recognition

When your brand has purpose, it increases your brand recognition because consumers have an emotional connection to your brand, so when they see your product in a store, or name somewhere, they are more likely to recognize it because they have an emotional attachment.

Examples of Purpose-Driven Brands

If you’re interested in purpose-driven branding, you may want to see how other companies are successfully implementing it into their advertising strategy.

At Migrante, we specialize in helping brands share their purpose through creative advertising campaigns. Here are a few clients we’ve worked with on purpose-driven campaigns.

RAM: Somos Latinos

RAM came to us needing a spot for Hispanic Heritage Month to celebrate the Hispanic community.

We developed a creative piece that celebrates diversity, culture, community, and family. Our team recognized the importance of connecting the Hispanic community, and we made the strategic decision to develop a song in both English and Spanish that would resonate with both English and Spanish-speaking individuals.

We believed that music was a powerful tool for fostering cultural connections and bridging generational divides. By creating a commercial that celebrated diversity and embraced cultural richness, we hope to have made a positive impact on the Hispanic community and helped to promote greater understanding and appreciation for their unique perspectives and experience within the United States.

Because we focused on community, diversity and going beyond borders, we were able to help RAM create a spot that spoke to the broader community, and increase their customers loyalty within the hispanic community, and increase their overall brand equity and awareness.

Re:Wild: Blue Planet

We learned that Re:Wild needed a creative piece to premiere at Art Basel in Miami 2022, in an effort to raise awareness and funds for their mission of “Re:Wilding” the planet. As a non-profit organization, we took it upon ourselves to donate a pro bono creative spot for their fundraising event.

By creating a spot that highlights the natural beauty of the world, and the importance of protecting life on earth, we were able to aid Re:Wild in their mission of helping the planet, and educating people on the importance of preserving wildlife as it existed before the detrimental effects of modern society.

Jeep: (RED) Mission

Migrante worked with Jeep on a collaboration with the (RED) foundation, an organization whose goal is to raise awareness and funds around important public health issues.

This campaign, Mission(RED), helped raise awareness and garner funds for COVID-19 pandemic relief. (RED) is a foundation that collaborates with companies to raise funds for pandemic and epidemic relief efforts.

Founded in 2006 by Bono and Bobby Shriver, (RED) initially focused on fighting the AIDS pandemic by working with corporations as allies. Today, (RED) has expanded its mission to also combat the COVID pandemic and global impact.

(RED)’s partnership is the Jeep (RED) campaign, which helped raise funds for COVID-19 relief. Through these efforts, (RED) continues to make a meaningful difference in the fight against pandemics and epidemics worldwide in our world today.

Steps for Implementing a Purpose-Driven Brand Strategy

What goes into implementing your brand’s purpose? After all, it’s not like you just say your purpose three times out loud and now you have a purpose-driven brand. Having a strategy is key to success.

Here’s a step-by-step for getting started:

Step 1: Align internally on your purpose

To develop a purpose driven brand strategy, you must first identify in-house what your organization’s core mission is. Pinpoint the core mission and values that drive your company beyond just selling products or services. Consider what social or environmental issues your company cares about and how you can make a positive impact toward those causes.

Step 2: Align your actions with the purpose

Ensure that all aspects of your company, from operations to marketing, are aligned with your purpose. Consider how you can incorporate sustainable and socially responsible practices into your business model.

Step 3: Communicate your purpose

Communicate your purpose: Clearly articulate your purpose to your customers, employees, and stakeholders through your branding, messaging, and marketing efforts. Consider using storytelling and emotional appeals to build a connection with your audience. Hiring a purpose-driven advertising agency might be a good place to start if you lack the creative bandwidth in-house to develop a compelling story and marketing materials to support the strategy.

Engage your customers

Create opportunities for your customers to engage with your purpose and make a positive impact. Consider partnering with like-minded organizations, offering sustainable products or services, or donating a portion of your profits to a cause.

Measure your impact

Establish metrics and goals for measuring the impact of your purpose-driven branding efforts. A few ways you can measure the success of your campaign are by both business metrics and social and environmental metrics.

Business metrics to measure:

  • Sales: Measure the impact of your purpose-driven campaign on sales to determine if it has helped to increase customer loyalty and drive revenue.
  • Customer engagement: Track engagement metrics such as website traffic, social media interactions, and email open rates to determine if your campaign is resonating with your target audience.
  • Brand perception: Conduct surveys or track social media sentiment to determine if your campaign has positively impacted the way consumers perceive your brand.

Social and environmental metrics to measure:

  • Impact: Determine the social or environmental outcomes that you aim to achieve through your purpose-driven campaign, such as reducing carbon emissions or improving education outcomes, and track progress towards those goals.
  • Community engagement: Measure the level of engagement and participation from your target community in your campaign, such as volunteer hours, petitions signed, or donations made.
  • Reputation: Track changes in your reputation among key stakeholders, including customers, employees, and investors, to determine if your campaign has positively impacted their perceptions of your company.

Regularly assess your progress and adjust your approach as needed to ensure that you are creating the positive change you set out to achieve.

Conclusion: Start Building a Purpose-Driven Brand Today

As the great Richard Branson once said, “The brands that will thrive in coming years are the ones that have a purpose beyond profit”.

Purpose-driven branding can have a positive impact on society and the environment, contributing to a more sustainable and equitable world. By using your resources and influence for good, you can create a ripple effect of positive change and inspire other companies to do the same. As a result, you will see increased revenue, customer loyalty, improved internal culture, and most importantly, positive impacts on society as a whole.

If you are looking for a way to change your business or take a step in a new direction, consider going beyond traditional branding and developing a purpose as a brand. Migrante is a creative agency that specializes in purpose-driven advertising and we’d love to help you get started.

Contact us today to set up a discovery call.