5 Min Read Purpose driven marketing is one of the most talked about topics in marketing today, and its importance cannot be overstated. In a world grappling with significant issues, people are more informed and socially conscious looking for companies that share their values and contribute positively to the world around them. Purpose driven marketing is a strategic approach carried out by organisations that goes beyond traditional promotional strategies, building a brand around a clear and meaningful purpose. In this blog we take a look at why it’s so important and how companies are benefiting from it…
What is purpose driven marketing?
Purpose driven marketing is the process of aligning a brand with the values and concerns with your audience, and a larger, socially responsible cause. It goes beyond merely promoting products or services, emphasising a commitment to delivering quality alongside social advocacy and sustainable practices.
Why is purpose driven marketing important?
Joining important conversations is crucial, especially because authentic purpose-driven marketing can have a profound impact on the world. Today, there are a number of trends which have seen an increased focus by organisations due to their social and environmental impact. These include:
- Authenticity and transparency
- Data and technology
- Mental health and wellbeing
- Sustainability
- Employee engagement and activism
No matter the scope or sector of your organisation, a purpose driven marketing strategy can help you to engage with your customers on a deeper and more emotional level. Whether it’s a cause close to the local community, or an international initiative, aligning your company with a purpose can help you to build trust with your customers and make them feel understood and appreciated.
Benefits of purpose driven marketing
Authentic purpose driven marketing offers numerous benefits to organisations. One of the most notable being that it can help your company stand out from the competition. In the global digital space, there are a multitude of company’s offering near-identical products and services. A company that delivers on their promises, gives the impression that they are not merely profit-driven, but to have a positive impact on their customers and the world around them.
Additional benefits of purpose driven marketing include:
Attracting and retaining staff
Purpose-driven organisations attract employees who share the same values. When employees believe in your mission, they become more engaged and committed, fostering a positive working environment that optimises performance.
Faster growth
Aligning with a specific purpose can lead to faster growth, positioning your company as a key contributor and driver of social change. Companies that have a purpose driven culture and marketing strategy are more likely to expand their target audience, becoming a go-to provider of any products and services that are attractive to potential customers who are aligned with your chosen cause.
Aligned with purpose
Working towards a certain purpose can allow a company to innovate their products and services to better align with their mission statement. For example, a company that aligns itself with an environmentally-friendly purpose will allow them to access more resources and connections that can in turn allow them to make their products or services more ecological. This not only demonstrates a commitment to positive change but also showcases a genuine effort to align products with the stated mission.
Brand visibility
Aligning with a certain purpose can lead to greater and more positive media coverage, leading to increased brand visibility.
Our top tips for developing a purpose driven brand
Define your core values and USP
The first thing to do when aligning your company with a purpose is to identify just what makes your company unique. This could be anything from the sector your company operates within, to why the company was started and how. Furthermore, it is important to identify the core values and beliefs of your organisation, as they will serve as the foundation of your purpose-driven initiatives.
Understand your audience
It is important to identify the values of your target audience, so that you can tailor your purpose to resonate with these values and create an image that reflects shared beliefs.
Integration into company culture
Your chosen purpose should also be integrated into the culture of your company. Employees should not only be aware of it but should also identify with and embrace it.
Transparent communication
Transparency and accountability is key. Demonstrating your actions to your clients allows them to see exactly what you are doing to work towards your chosen purpose. Transparency in your messaging builds trust with your audience, resulting in a greater level of success for your company and ultimately your chosen purpose.
Commitment through products and services
The ways in which to demonstrate your commitment to your purpose is by integrating it into your products and services. Embracing more sustainable practices or setting up initiatives that contribute to your chosen cause demonstrate to your customers that your company is serious about making a difference.
Celebrate success
Make the impact of your purpose visible to customers. By celebrating milestones and achievements, and demonstrating tangible results, you can reinforce the authenticity of your commitment, and keep your audience engaged.
Start your purpose-driven marketing strategy today
Here at eclipse, we’re proud to work with a number of fantastic organisations that not only carry out some fantastic work to support the environment and their local communities. Take DeepStore, for example, a records management company dedicated to going the extra mile for the local community. From charity football matches and fundraisers to sustainable practices, they are well-versed in supporting the local community.
With a purpose driven approach, your marketing strategy can become a force for positive change. If you’re eager to learn more about purpose-driven marketing and how eclipse can help showcase the great things your company does, get in touch today. Call us at 01244 347 545 or fill out our online enquiry form, and a member of our friendly team will be in touch.
