PURPOSE-DRIVEN BRANDING
Richard Branson
What a month that was… as we roll into the last month of the financial year it’s time to take stock of what you have achieved and start to think about your goals for the year ahead. Here at Wow, we are thrilled to be ending the financial year on a high with a steady increase in amazing clients, profits and successful projects.
And, recognition from the business community with the recent announcement we have once again become finalist in the Campbelltown Local Business Awards! We are thrilled to be in the running again and want to thank each and every one of you who supported and voted to help get us here! We cannot wait to see how it all turns out at the end of July.
But let’s now turn our thoughts to this month’s hot topic! It’s time to talk about purpose-driven branding. I have shown you how to create a target audience and build your reputation, now its time to get to the heart of what drives success, especially in the small business world. Purpose-driven brands do more than just make money, they seek to better the world and their customers by making a positive difference and putting action behind their brand mission and purpose!
A vital component to your marketing strategy, let’s learn what its all about and how to use it to grow your success!
Warmly, Alysha
Owner, Wow Studios
TABLE OF CONTENTS
Let’s Talk Branding – The power of a purpose-driven brand
Upcoming Workshops – Define your Target Audience
Past Stories – More blogs about branding
Client Spotlight – Meet Sarah from Aesthetically by Sarah
Feel Inspired – Patagonia
EXCITING NEWS
WOW STUDIOS IS A FINALIST IN THE LOCAL BUSINESS AWARDS
We cannot thank you enough for supporting us and casting your votes. Now it’s onto the hard part where we enter our submission and showcase why Wow Studios should be a winner once again this year. Keep your fingers crossed we do it well and take out the win. The awards night in late July so keep an eye on our social media to see how we went!
Wow Studios – We bring your creative ideas to life!
LET’S TALK BRANDING
THE POWER OF A PURPOSE-DRIVEN BRAND
What is purpose-driven branding?
A purpose-driven business is one that places their heart (purpose beyond profits) at the forefront of how they run their business. Whist profits are of course still super important, in order to count their achievements as successes they focus on aligning their business mission, vision and values with their purpose and create marketing strategies that help them to make the world and their customers lives just that little bit better.
These brands have strong core values and have developed their core business goals and strategies to bring to life their ‘why’ goals. They take responsibility for their actions and realise the impact they can have on the lives of others. They actively seek ways to integrate their purpose, positive ethics and social responsibilities into their daily dealings and business strategies to contribute positively to their customers. They build trust by demonstrating their commitment to their purpose and revel in being authentic and transparent.
Why you should be a purpose-driven business?
Many of today’s savvy consumers won’t buy from brands that lack a genuine purpose. Businesses that authentically embrace and wholeheartedly attempt to put action behind their words are much more likely to build stronger connections with their customers who seek not just a product or service but to align themselves with brands that reflect their own values and priorities.
Record highs: according to the latest Conscious Consumer Spending Index (CCSIndex) benchmarking study, consumers now more than ever are embracing conscious consumerism:
• 71% felt it was important to support socially responsible brands.
• 66% said they had bought such products and services over the past year.
• 42% reported plans to spend more with socially responsible companies in 2024.
Consumers are increasingly choosing to support brands that take a stance on social issues like fair treatment of employees, diversity and inclusion, environmental sustainability, empowerment and transformation. But remember, you need to be authentic and ensure your purpose is one you truly stand behind and feel passionately about. And, while it may resonate with every customer, the objective is to attract the right audience, not everyone. So, think carefully about the reason behind your brand and how it relates to your ideal customers and something you truly believe in.
Benefits of developing a purpose-driven business strategy?
• Stand out from the crowd – Standing firm behind your values and purpose not only has a feel-good factor, but it also gives you a way to stand apart from your competitors.
• Build loyalty – When you share common values and beliefs with your customers you develop a deeper connection and emotional bond.
• Enhance your reputation – When your purpose aligns with your values you are able to develop a positive reputation and strengthen trust and credibility.
• Make a positive difference – By addressing social or environmental issues, you create a sense of purpose and fulfilment within the business and with your customers.
• Increase brand advocacy – When your customers resonate with your brand and what you believe in, they will organically spread positive word of mouth bringing in more customers without any marketing overheads.
How to go about developing your purpose-driven strategy?
It all starts in the brand discovery phase when you develop your business heart. The heart is made up of four key components. Once defined, these key elements will help ensure your business is aligned in all areas and give you all the components you need to create a strong and authentic purpose-driven strategy.
• Purpose – Your purpose is the reason your brand exists. What differentiates you and the problem you solve.
• Vision – Your vision is all about where your brand is going and your long-term goals. It should be positive, motivating and inspiring but also authentic. It should also be clear and concise, short and simple.
• Mission – Your brand mission outlines the stepping stones required to bring your vision to life. It’s your roadmap.
• Values – Your values should be at the core of your brand. They are the principles that guide your culture and what you believe in.
Once your clear on your heart you need to take actionable steps towards your goals and aspirations. Be clear on your purpose and weave it into your everyday business practices. Share your journey with your customers (the great initiatives and even the ones that fall flat). Have fun with it, share the stories and adventures behind the scenes that showcase how you’re going about achieving your goals. Actions speak louder than words and being able to share real-life experience with your audience shows that your genuine in your intent.
And most importantly, keep at it. Keep your purpose at the forefront of all your business decisions. The more actionable steps you take, the more your customers will start to see for themselves that you are more than just a money-making business.
Purpose-driven brand examples.
• Patagonia – Patagonia has a “for purpose” business approach. They commit their shares to helping planet Earth. Renowned for its high-quality outdoor gear, the brand is equally celebrated for its dedication to sustainable materials, waste reduction, and environmental support. The founder, Yvon Chouinard, emphasizes using Patagonia’s wealth to combat climate change.
• The Body Shop – Committed to ethical and sustainable practices, The Body Shop sources ingredients from small farmers globally. Believing in the power of business for good, the brand aims to empower entrepreneurs and drive purpose alongside profit in the beauty industry.
• Lego – Is dedicated to environmental sustainability. Lego invests heavily in social responsibility and environmental initiatives. One of these initiatives is to make all LEGO packaging from recycled or renewable materials. They are also committed to making all their core products from sustainable materials.
UPCOMING WORKSHOPS
Make sure to include your name, business name, email, mobile & preferred date.
WANT TO LEARN MORE, CHECK OUT SOME OF OUR PAST STORIES
While it may feel like a lot of upfront effort and an investment of your precious time, the benefits of proactive marketing & branding will absolutely make it worth it!
CLIENT SPOTLIGHT
PLEASE WELCOME SARAH FROM AESTHETICALLY BY SARAH
Please welcome this month’s customer spotlight, Sarah from Aesthetically by Sarah. I sat down to talk all things beauty and learn more about this Sarah and what makes her business special.
Tell us a little about your business?
I am in the field of aesthetic medicine working as a cosmetic nurse. Our holistic approach prioritises skin health and the face’s underlying structures, ensuring the best possible outcomes for our patients.
What makes your business different?
I am incredibly passionate and driven to provide the highest standard of care to my patient’s. I pride myself in achieving subtle, natural looking results. Nothing makes me happier than handing someone a mirror after the treatment and seeing how the treatment has made a positive impact on their self-confidence! I truly love what I do!
I had seen previous work by Alysha and was very impressed by her attention to detail and collaborative approach to her designs.
What was the collaboration process like?
Incredibly easy, I told Alysha my vision and she brought it all to life. I really felt like she listened and understood my vision.
Any last words?
Thank you for extending the invitation to share a bit about myself.
FEEL INSPIRED
CREATE THE UNEXPECTED, DELIVER HAPPINESS!
WOW STUDIOS – WE BRING YOUR CREATIVE IDEAS TO LIFE
