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What is the purpose of a brand? 

20th April 2022
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Your brand purpose is who you are and why your brand does what you do, so it is essential that you have a clear purpose that tells your consumers what you do. With competition on the rise, brands need to stand out from the crowd. A strong brand purpose helps you do so. 

How do we define purpose? 

Defining your brand purpose can seem tricky if there are many reasons why you started your business. We suggest asking yourself, “but why?” each time you think of why you do what you do, question it again. This will allow you to discover why you really do what you do and help you to remember why you started. This may help you redefine who you are especially if your business has taken off faster than you imagined. 

GottaBe! recently unveiled a new logo along with fresh branding. As a marketing agency, we understand the importance of communicating who you are with your target audience. After years of mispronunciation and uncertainty of the services we offer, it was finally time to take the plunge and change the face of the brand. Not only was the rebrand a chance to change how we looked, but it was also an opportunity to reinvent and reinforce the message we wanted to share with our clients. 

Rebranding was the perfect opportunity for the team to reflect on the past 14 years and take a look at the direction GottaBe! was headed. So as a team, we sat down and redefined our purpose, so we were all clear on the who, why and what behind GottaBe!. Our branding now reflects the changes happening internally, and within the market, so we wanted to ensure our messaging did too. 

What is GottaBe!’s purpose?

Our purpose is to create a buzz around your brand through endless and innovative ideas. Our passionate people become an extension of your team to create effective solutions that get people talking.

What does that mean?

We deliver marketing expertise through a number of marketing channels and produce unique campaigns for our clients that get people talking. We raise brand awareness and help our clients position themselves in front of their audience as a diverse team of creatives who bring something to the table. Working as a team, we connect with suppliers, audiences, and other creatives to deliver our clients’ campaigns. By sharing our ideas, we can expand each other’s minds to ensure our clients get the best possible campaign. Sticking to a brief, we collect ideas and present these to the client after extensive research. With knowledge of all demographics here in the UK, we know what makes people tick so we can engage them effectively. 

How do we ensure this is embedded? 

Everyone in your company should know your brand’s purpose as, after all, they are your brand. A team should understand the brand’s purpose to deliver the best possible service to your consumers effectively. Being consistent with your approach and all following the same purpose will shine through to your audience and build brand recall. 

Why is purpose so important for a brand?

With competition, so high brands need to stand out from the crowd, and one of the bests ways to do this is to ensure your audience knows whom they are buying from. A global study recently discovered that 94% of consumers said it is important that the companies they engage with have a strong purpose. A clear brand purpose that is seen consistently throughout your marketing will see consumers return to you over the competition. Purpose is what makes a business stand out and is essential to the success of your brand. 

“The brands that will thrive in the coming years are the ones that have a purpose beyond profit.”—Richard Branson.

Brands with a strong purpose  

Lush 

Lush’s “we believe” campaign emphasises its purpose and is consistent across its website, stores, and packing. With all their marketing organically created, they rely on their staff and social media followers to advertise their products, showcasing who they are. 

With no global advertising in place, Lush engages with its audience online using hashtags and posts. Due to many Gen-Z who make up their consumer demographic, the cosmetics company has resonated with consumers online, making them feel part of the change in the world.

Tesla

Tesla is well known for its mission to accelerate the world’s transition to sustainable energy.

When it was founded in 2003 by a group of engineers, they decided to prove that people didn’t need to compromise to drive electric. Since then, they have taken the car world by storm, winning numerous awards proving that who they are and what they do is one step further to sustainable energy. 

Lego

The popular brand has been keeping generations busy for many years. But most recently, the company has switched its focus to purpose and sustainability.  With significant changes happening in every industry, Lego recognised the importance of refocusing its core values to stay at the top and made its mission to make sustainable products and run environmentally responsible operations with a higher purpose “to inspire and develop the builders of tomorrow.”

The company even ended a 50-year brand partnership with Shell as Lego’s environmental values no longer resonated with Shell’s. Recognising its social and ecological responsibilities, Lego has pledged to make all LEGO packaging from recycled or renewable materials and has committed to making all its core products from sustainable materials.

Ready to showcase your brand purpose?

The content you share must align with your purpose, and GottaBe! can help you do just that. Our diverse team of creatives are on hand to help you with every step of your campaign, whether that be support with social media, a helping hand connecting with the right audience, or you want to raise brand awareness! Here at GottaBe! we offer tailored solutions to your marketing needs. Contact us today!