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For me, the purpose of branding is to give a name to something that we have actually been talking about for many years. The brand purpose defines the soul of the company, it defines its heart, in short, it tells us about what gives meaning to the company beyond sales. It seems that with this trend that we see in some companies and in a large majority of marketing blogs, including this one, we have just invented the wheel. And as often happens in marketing, what we have done is give a name to a behavior to an aspect of the relationship between consumer and company.

How to implement brand purpose in a company

We study and enhance the brand purpose due to its connection with customers (and the benefits that this brings for the company in the form of sales), but the reality is that this positive effect extends to suppliers, partners, investors category email list and other groups of stakeholders. interest (or stakeholders as we call it in marketing). All of them feel more committed to a company with a soul, rather than one that ships products. It is not enough to have a clear brand purpose for it to become visible throughout the company and for it to be successful. To achieve this we must begin by creating a direct relationship between the purpose and the quality of the company that generates the greatest value.

People and company culture

As with the digital transformation processes of companies , and with any important change, the first step is always the people and the company culture. The phases of a major transformation in a company are not Phone Number HK very different, regardless of the change we want to produce. In this case it is, if possible, more important because purpose is the root of the company’s culture. And at this point we may encounter a problem. And the purpose of the company is not aligned with that of the employees. In this case, no matter how many dynamics and training we do to transmit this philosophy, it will be difficult for us to fully experience it among employees. We are facing a problem of prior selection, and not so much of subsequent management.

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