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Moralization of the markets: Why purpose is important
Social ideals are changing, and with them the expectations placed on companies. Consumers are increasingly interested not only in their own benefits but also in the social value added by a brand. A purpose statement helps potential customers to align environmental and social values with those of a company. The Brand Purpose Board is a matrix that helps visualize and align intrinsic motivation and corporate goals with target groups, their needs, and the solutions the brand offers.
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Align purpose, vision and mission
The board can be used to check whether purpose, supply and demand correspond with each other. The first step is to define why the brand is in the world – the Brand Purpose. Second, the key objectives are defined. These can be short or long term, “soft” or numbers based. The Buyer Personae (3) represent the target audience(s) to be addressed; their identified needs (4) are also noted. The last point to consider is what solutions (5) the brand offers (unlike the competition) that meet these needs.
Statements zeigen Haltung
Das Brand Purpose Board ist ein einfaches, aber sehr effektives Tool, das den Fokus schärft und Klarheit bringt, sowohl für das Storytelling als auch in der Produktentwicklung. Mit dem Board lassen sich Widersprüche oder Lücken im Angebot, Bedarfen und Zielen aufdecken und neue Produkte und Lösungen kreieren, die auf die Marke einzahlen. Zudem ist diese Übung hilfreich für die Entwicklung einer durchgängigen Brand Story und der Ausformulierung von Purpose, Vision und Mission Statements.
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