In this day and age of fierce competition your brand advantage may be the demonstration and marketing of being a purposeful brand. As students of product marketing, we are always taught that you should have a key beneficial differentiation in what is offered. While this continues to be true, differentiation may be difficult as more and more brands have parity. In any event consumers increasingly determine brand preference by assessment of what the brand stands for. We all want to feel good about the companies, products, and services we support. We like to know that the brands we purchase have a purpose in our community or the world and they are not solely driven by profit.
Let’s look at a few brands.
Take Target for example. Target demonstrates corporate social responsibility by donating 5 percent of their profits to communities. That comes out to $4 million each week.
There need not always be a monetary aspect of purposeful brands. As the next example, consider Dove and their Dove Inspiration program. Dove is committed to helping young women grow with a most positive self-image. Dove Inspiration is a program that focuses on confidence as the source of beauty. They are committed to building positive self-esteem and inspiring all women and girls to reach their full potential.
Brand purpose can be even more subtle. Here in New York City, Citi Bank has partnered with The City for a bike program that has literally changed many people’s lives. Bike kiosks are set up throughout the City and people can rent bikes for one-way trips. This is helping a number of commuters. And notice the bikes are “Citi Bikes,” not “City Bikes.” A very nice community investment.
The three examples above show that brand preference can be an element of care. Discount shopping is a tight market. Personal care is saturated. Finance companies often have very poor reputations. And these three brands decided to step beyond their core product marketing to deliver programs that can drive greater audience acceptance.
I would consider the programs and acts of brand purpose under the new leadership of marketing executives. After all, driving brand preference is the ultimate goal of marketing. Consider how you can deliver purposeful brand initiatives to help drive your brand preference.
Make It Happen,