why brand purpose is crucial for business success

why brand purpose is crucial for business success

September 2, 2023

Are you clear about the core reason your business exists? Understanding and harnessing this can be the differentiator in today's saturated market.

For many businesses, success is gauged by profit margins. Others view their ventures as a means to achieve personal milestones. However, a select few see their brands as catalysts for genuine social progress. While all paths are viable, recognizing the importance of business purpose is key in defining brand strategy.

Imagine two eyewear giants: Sunglasses Inc. and EyeCare. While Sunglasses Inc. thrives on crafting the industry’s top sunglasses, powered by elite designers and innovative R&D, EyeCare’s purpose is broader: promoting overall ocular health. This drives them to explore innovative solutions, from cutting-edge sunglasses to UV-blocking eye drops or contact lenses.

Despite both offering sunglasses, their distinct purposes set them on divergent trajectories in the eyewear industry. This distinction emphasizes the weight of purpose in brand differentiation.

Business Growth Beyond Product Centricity

Here at Grio, we caution our partners against treading the path of product-centric purposes like Sunglasses Inc.'s.

Being too enamored with your current offering can stunt your growth and innovation. It often makes it challenging to reinvent yourself and could leave you vulnerable to competition. Think of EyeCare's potential UV drops; they could eclipse Sunglasses Inc. overnight. We call this predicament the "product-centric trap."

True growth arises from a purpose that looks beyond immediate products or even business models. It should resonate with deeper desires to uplift those you seek to serve.

For instance, while EyeCare crafts sunglasses, it doesn't pigeonhole itself. Shielding eyes from harm allows them to innovate, potentially redefining the eyewear industry and their own space.

Brands with a people-centric purpose can navigate beyond their immediate offerings and are better positioned for long-term success.

Business Purpose as a Pillar of Responsibility

Your business purpose doesn’t need a grand humanitarian scope, like solving world hunger or curing cancer, though such ambitions are laudable. It's simply about elevating the lives of consumers in various capacities.

In our experience at Grio, purpose is intricately linked to brand responsibility. It encompasses a brand's commitment to all stakeholders – from employees and consumers to the wider society.

Every company has basic obligations: fair remuneration for employees, offering commendable products for consumers, and fulfilling societal duties like job creation and taxation. However, some brands play a longer, more nuanced game.

They invest in employee satisfaction beyond mere paychecks. They aim not just to sell but to enrich their customers' lives. Beyond taxes, they shoulder societal challenges and champion meaningful causes.

Such an expansive realm of responsibility demands immense empathy and altruism. And it's impossible to cultivate without a people-centric purpose that is rooted deep within a company's DNA.

In essence, purpose encapsulates a brand's ethos and values. It provides clear direction, which can make or break business success. Companies with a strong purpose tend to have greater resonance; they attract talent and customer loyalty because they cater to the innate human desire to be part of a grand narrative.

So, is purpose crucial for brand success? Maybe not, but we, at Grio, fully vouch for it.

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