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.
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.
More Brand Strategy Templates
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Summarize your brand identity at a glance: With our Brand Frame® template
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SWOT Analysis
The SWOT analysis is a proven strategic method that helps companies to identify their strengths, weaknesses, opportunities and threats.
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Mission Statement
A mission statement formulates the added value of a brand’s services and is an essential part of the brand identity.
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Positioning Cross
Define for whom and for which needs the brand offers solutions
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Vision Statement
Define a specific goal that the brand wants to achieve within a defined period of time.
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Brand Purpose Board
Align the social added value, the needs of the target group and your own goals.
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Buyer Personae
In order to develop a successful brand strategy, it is important for companies to analyze their target groups in detail. The creation of buyer personas helps to create a better understanding of the target group.
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Golden Circle
Clarify the Why, How, and What of your brand to form the strategic foundation.
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Identity Prisma
Define the brand identity on 3 different levels with the identity prism template.
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Brand Wheel
The brand steering wheel according to Esch is suitable for a systemic analysis of the brand.
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Brand Values Card Deck
Develop brand values with examples and exercises and define what the brand stands for
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Brand Key
The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.
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Brand Wheel
The Bates Brand Wheel captures a brand’s essence in 5 steps, analyzing attributes, benefits, values, and personality to communicate the core identity.
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Personality Sliders
Define the brand personality: with the Brand Personality Sliders template.
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