Brand with a Purpose: The Rise of Purpose-Led Branding

*image source – Accenture 2018

Brand with a Purpose: The Rise of Purpose-Led Branding

What does your brand stand for?

Gone are the days when a great product or service and a great logo were enough to ensure the making of a great brand. Brand marketing, historically, meant reaching a captive audience and selling them a solution. While the basics of brand-building still remain the same, the language in which marketing is done has undergone a fundamental change.

Being the fastest car or the tastiest burger is no longer enough. Brands, today, have to stand for something and that something can’t be just anything.

In today’s purpose-driven world, every company must not only deliver financial performance, but also show how it makes a positive contribution to society. Without a sense of purpose, no brand can achieve its full potential. Price, quality, and customer experience are important attributes that customers consider when making their purchase decisions, but they’re now table stakes. Companies looking to build their competitive agility need to find new ways to stand apart. Brand purpose provides the differentiation that many seek to achieve a competitive advantage.

Accenture Strategy’s 2018 global survey of nearly 30,000 consumers found that 62% of customers want brands to take a stand on current and broadly relevant issues like sustainability, transparency or fair employment practices—the closer a company’s purpose aligns to their own beliefs, the better.

Our Alpharetta marketing team believes in marketing with purpose—it is what differentiates a brand from its competitors and, therefore, is core to both business and communication. For a purposeful brand, everything, from their product or service offering to their communication, is decided by the purpose.

Whether building brands, launching campaigns, or supporting custom communication needs, we prioritize and develop the right programs that will activate your target audiences and jump-start growth.

Looking for an Alpharetta marketing company that serves Atlanta and understands business growth? Contact Us.