In Demand Brand 101 – Purpose

Episode 2 of In Demand Brand’s Branding 101 Series features branding experts: Vardeep Edwards, Jen Odom and Jana Bramwell discussing the importance and role of ‘purpose’ in branding. They point out that the purpose statement should align with what a company does and should be explicit enough to convey its core values. They warn about being inauthentic and emphasize the importance of purpose in building emotional connections with customers. Recommendations for essential readings on business purposes are also given, including ‘Start with Why’ and ‘Good to Great’.

Purpose is defined as the underlying reason for a brand’s existence beyond financial gain. It encapsulates the core motivation and ethos driving the organization’s endeavours.

They highlight the role of purpose in fostering emotional connections with both internal teams and external audiences, citing examples like Nike, Charity Water, and Airbnb. An authentic purpose serves as a unifying force, guiding decision-making and fostering loyalty among employees and customers alike.

Throughout the discussion, the hosts stress the significance of purpose in today’s landscape of conscious consumerism. Brands that align with consumers’ values and evoke a sense of belonging are more likely to thrive in an increasingly competitive market.

The episode concludes with a reminder of the vital role purpose plays in brand strategy, setting the stage for future discussions on mission statements. As the hosts bid farewell, they encourage listeners to stay tuned for more insights and discussions on building impactful brands. The episode emphasizes the importance of crafting a clear and authentic purpose statement, exploring its role in fostering emotional connections and driving brand loyalty.

LINKS:
⁠Good to Great⁠ by Jim Collins {https://a.co/d/11NCR49}
Start with Why ⁠by Simon Sinek {https://a.co/d/gNcfcAs}
Simon Sinek’s TED Talk {https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?utm_campaign=tedspread&utm_medium=referral&utm_source=tedcomshare}
Jim Collins Explained {https://a.co/d/i5fUuou}

[email protected]

VARDEEP EDWARDS:
https://www.thebrandingfox.com/
https://www.linkedin.com/in/vardeep/

JEN ODOM:
https://www.jenodom.com/
https://www.linkedin.com/in/jenodom/

JANA BRAMWELL:
https://www.jbloommedia.com/
https://www.linkedin.com/in/jana-bramwell-branding-design/