What is a Brand Purpose and Why you need one .

I remember sitting through a lecture once and all this talk of a business needing a mission and vision kept coming up . I never fully paid attention to the nitty gritty of it up until later in life.

Friend have you ever been super excited to start a business and you have this surge of excitement running through your body .You design a business plan ,you lay down your capital and you dream about how successful you are going to be in that field .

Sounds amazing huh?

Something happens a few months down the line or a few years later and your la la land comes tumbling down and you have to deal with this huge obstacle known as indolence kicking in .

This specific state forces you to dive into your sense of awareness and maybe even retreat for a second to figure out "THE BIG WHY".

When motivation is no longer present within you then it means that you have run out of that external force that drove you and its time to dive inwards and ask yourself questions like "why did I start this business in the first place ?" This is getting into the space of understanding your purpose.

Anyway lets dive into why you clicked on this post in the first place, "why it is important in business."

What exactly is a brand purpose?

A brand purpose is the reason why you exist beyond making money.

Having a powerful purpose sets your business apart in that it helps you interact with your consumer on a personal level.

Lets also face the fact that we live in a conscientious society due to the rise of the digital era. This means that you as a business owner need to be thinking about the social, environmental ,ecological and political positioning of your brand.

I personally being a part of the Gen Z social group is more picky when it comes to the product or service I consume and focus mostly on what makes you stand out and how it will make my life better in comparison to every other person who sells the exact same thing.

Benefits of a Brand Purpose

Besides the fact that it helps you stand out as a business , Having a purpose makes you stand for something bigger than self because you are adding value to the society at large .

It also brings clarity to your team in that they too can become a part of this culture that you have established .

A well thought of brand purpose should have their customer in mind.

Lets talk about our customers

If a brand purpose has its customers in mind then what is on their minds?

Hmmm lets see...

Lets use Fenty beauty as an example . There are so many makeup lines on the face of the planet but for some Fenty still succeeded , but why is that ? They were on a mission to make sure women everywhere felt included through creating makeup that included hard to match skin tones.

That was the unique selling point and we are all looking for a sense of uniqueness in each brand we interact with.

As I mentioned previously, we are living in a conscientious society that is sensitive to different topics and consumers are bound to be drawn to brands that share there beliefs when it comes to these topics . For example some consumers do not believe in fast fashion because of the effects it has on the environment or even because of the working conditions of the workers. This means that they will gravitate towards brand that focus on sustainability and would invest in those brands.

Consumers also want to be part of brands that use their influence for the greater good through charity donations ,helping the environment or creating different opportunities for people.

I am particularly drawn to a café known as pallet café because they gave opportunities deaf individuals to work , which I find really moving because not many businesses would extend that level of empathy to the handicapped.

People care that you care.

How do you find your brand purpose?

Take the time to go within yourself to figure out what makes you authentic and sustainable to the community at large.

Also take an ikigai moment. Ikigai is a Japanese concept that describes your reason for being.

Do some research on a qualitative level and gather as much knowledge as you can.

Try being less cliché . This means that in a world everyone wants to stand for "empowering ",go a little niche to what actually inspires you.

Remember you can redefine your brand if you need to .Focus on what you can do for others and others will reward you for it.

Until next post , Take care of yourself bestie.