The Problem of Brand Purpose & How to Solve It
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Read time: 2.5 min
At a glance:
Quote: Give it away, give it away , give it away now!
Lesson: Learn a framework to get your purpose “just right”
Quote
"The meaning of life is to find your gift. The purpose of life is to give it away."
Pablo Picasso
The idea of purpose has become a cultural talking point, at least here in the United States.
But the big problem about purpose is that it can be too big and intimidating for every brand to embody (at least that’s the prevailing perception today)
I saw this comment once on LinkedIn
“We sell ball bearings to businesses, there is no need for a purpose, we aren’t saving the world”
So what should brands do?
(My point of view is that I don’t care what you call this: mission, vision or purpose, technically they are different and I’m more than happy to get into an academic discussion about them, but hey, who has the time? You just need an idea to bring energy and a direction to the brand.)
Lesson
In this issue, I will help you solve this problem of purpose.
I will share a framework that helps you choose a purpose that is just right for the brand and use it as a Northstar, no matter how “small” it may be.
A brand’s purpose should feel natural and bring energy to the brand
Introducing the Goldilocks Purpose Zone
Where the right purpose for the brand rises above the BAR OF IMPORTANCE and falls within the ROLE OF THE BRAND.
1/ THE BAR OF IMPORTANCE
A purpose needs to feel important. It doesn’t have to be about saving the world, but it needs to feel like something a person would be willing to fight for. Something that goes beyond the product.
Some brands talk about being the best, building the best widget in the industry. If we are honest about it, does it rise above the bar of importance? Do people really care? Are they willing to fight for it? What about your customers and stakeholders? Do they care?
But Howie, my company just makes widgets…
I say, if water company can have something compelling, you can too
Liquid Death: “To make people laugh and get more of them to drink more water more often, all while helping to kill plastic pollution”
To make people laugh -> right there is an idea that goes beyond the product, water in cans. Who doesn’t want to laugh more and feel more joy?
Even if you are making ball bearings, are you helping the world run smoother? Can that idea transcend the product?
Notice that this is a choice, and that’s part of your brand strategy: making a set of decisions and choices to win in the market.
In the world of healthcare, brands can usually rise above this bar, the problem is usually the next guideline.
2/ THE ROLE OF THE BRAND
Sometimes the purpose of the brand is unbelievable, so audacious that it feels inauthentic, forced and unachievable.
Some brands will talk about “transforming the entire industry”. And whenever I hear that in healthcare, I call BS. No one company and brand can change the multi-trillion dollar industry with misaligned incentives at every level. That’s going beyond the role of the brand.
But Howie, my company IS really saving the world…
This is where we have to take an honest look at not just our beliefs but actions. What is the proof of your company saving the world? Especially beyond what you are selling? Brands who have grand visions of world changing work, don’t just do it through the products they make, because that is self-serving. When making claims of world changing ideas, actions need to directly oppose making money.
Patagonia: Yvon Choinard cemented their purpose of “in business to save the planet” by giving the entire company to a trust that will forever fund sustainability efforts.
CVS Health: “Building an entire world of health care around each and every person we serve, no matter where they are on their journey” They were one of the first to pull all tobacco products from all of their stores even though it meant losing millions and millions of dollars in revenue at once.
Fall within the role of your brand.
Don’t go talking about world changing ideas unless you have the actions to back it up and it passes the sniff test.
Conclusion
Every brand can have a purpose. Having a Northstar beyond just making widgets and money will bring energy to the brand, and give it opportunity to communicate and engage on a larger idea. Just make sure it rises above the bar of importance and falls within the role of the brand.
Ways I can help you:
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