It started by looking at data, something that all marketing professionals have been thinking about for a long time. Through a book, I discovered a study that made me understand the low influence of our marketing on the purchase decision and that the key is to seek a different and more human approach to our audience .
At this point I discovered that brand uk telegram number purpose is the foundation of the new marketing approach that companies need to learn . AND THIS CHANGED EVERYTHING .
I continued reading, training and applying it to the strategies I define for my clients (here is a recent example of a company that is having success with its marketing strategy thanks to its alignment with the brand purpose), and I realized that purpose was not only the way for companies to connect with the market but the tool that companies need for their marketing strategies to be successful.
Brand purpose is not only what allows us to connect with our audience, it is the only way for our marketing strategy to be successful.
Why? Because companies' marketing budgets are not capable of impacting the necessary audience (and with the desired effect) to achieve their objectives, and because purpose is the only way to reverse the marketing trend, to stop chasing our future clients and let them come to us .
When we align the purpose of the company with the market, our customers are automatically attracted to us.
Between the reason that led the founder of the company to create it (basic purpose), and the market, there are several elements that we must align to become a magnet for our clients.
It is not a magic formula, quite the opposite. We are talking about human relations, we are talking about generating trust between two parties.
This is obviously a simplification, an outline of a complete process to be developed with a specific methodology (like the one we use at Purpose-Driven Organizations ). Introducing purpose into a company goes far beyond marketing and communication. It is expensive, but the necessary changes must be worked on and produced in all departments of the company. The purpose must be real, not a communication campaign.
To put it more simply, it is about all the parties involved feeling that the founder's philosophy is their own. It is not about knowing it or respecting it, but rather agreeing in such a way that you could make it your own.
Many companies try to make their values known to employees and to the market, but in most cases for the vast majority (employees and audience), it ends up being a set of inspiring phrases but empty of meaning for them.
Therefore, once the basic purpose has been defined and aligned with the purpose of the company, it must act as a filter for any of the actions, processes, etc. that are carried out in the different departments of the company and outwards in communication with the market.
Purpose connects us to the market, but poorly applied it can limit our growth
Purpose is the root of everything in the company, but it does not have to become the basic argument or main value proposition of our marketing.
When we find our purpose we are dazzled, it seems like we have found the solution to all our problems, the key that will make our company take off. And it is true that in the medium term a significant change will occur, but as I said at the beginning of this article, it is not magic. This very positive change is the result of a work process.
As part of this temporary dazzle, it seems to us that anything we communicate to the market has to reflect 100% of our purpose. And it is true that everything has to pass through its filter, but we must measure the weight we give to each of the arguments.
If, for example, our purpose is related to sustainability and we overemphasize this argument, in the minds of our audience we may end up being a sustainable company that sells a product. And as much as our audience may find it very positive that we are sustainable, they have come looking for a product, not sustainability.