How to define your brand's purpose

10 Sep 2021

Tom Denton, head of new business at travel marketing specialist Digital Visitor, on why now is the time to define your brand purpose – and how to do so

Over the past year, due to the political and environmental climate, consumers have become more value-conscious than ever. In fact, a recent study by Zeno revealed that 97% of people now believe it’s important for a brand to have a strong purpose and would be four times more likely to purchase from brands that do.

Travel customers are no different and, as the industry begins to return, competition will be fierce. Your ability to define and communicate your brand’s purpose could make you stand out and be the difference between a customer booking with you and your competitor.

Here are some thoughts to help get you started.

DEFINE YOUR BRAND PURPOSE

Ask yourself one simple question: If your company didn’t make any money for what it did, what would you do and why would you do it? It could be something massive but it doesn’t have to be.

Although grand, transformative mission statements are impressive, they aren’t necessarily right for every business.

Even if you aren’t changing the world, what does your brand do at a community level? Do you provide good, meaningful employment to the local economy? Do you help your workforce develop and grow in their careers?

Are you highlighting the cultural significance and beauty of an area or destination?

If you remove the financial element of your business, what you’re left with is the essence of why you do this on a daily basis. This is your brand purpose.

Tom Denton, Digital Visitor

COMMUNICATE AUTHENTICALLY

Simply put, you need to match your behaviour – not just your communication – with your purpose.

It is more than just messaging – you need to ensure you’re making necessary organisational changes so you can live your values.

Be mindful and don’t jump on a “virtue bandwagon” just because other companies are. If you find a cause you care about and support it properly, it will come across in your messaging as you’ll be able to speak about it with genuine passion and are more likely to follow through with action.

Plus, when you’re not authentic, consumers can tell. The rise of socially conscious consumers has also seen the rise of brands saying they care when their core motive is actually financial gain and clout. This “woke-washing” can have a more negative impact on your brand than if you hadn’t made a statement at all.

Remember when Pepsi and Kylie Jenner “fixed racism”? Their PR disaster was still affecting their brand affinity long after the advert was aired and led to a considerable drop in purchase consideration for the following year.

You don’t (and shouldn’t) have to comment on every social and political issue – it needs to make sense to your business and what your customers know you for. If partnering with a charity organisation doesn’t reinforce what you’re about, then it’s wrong.

GOOD ADVICE

Tom Denton’s top tips for defining and communicating a brand purpose:

Think about what your business would do if it didn’t create a profit: this is your brand purpose.
Understand you don’t have to change the world: it is far more important for your brand purpose to be relevant to what you do.
If you commit to something, do it: and if you’re not there yet, communicate your journey.
Remember, your end goal isn’t profit: if you aren’t genuine in your reasons, consumers can tell. Find something you genuinely care about and it will set you apart.