When I was growing up, my father always used to say- “A purpose-driven life is a life worth living.” That is stuck in my mind till today. When I grew up and came into the marketing field, I realized this is also where purpose has a very important role to play. A purpose-driven marketing strategy will not only help your brand but also the people associated with it and beyond.
So, that’s why I thought of talking about purpose-driven marketing strategy today. There are a plethora of ways we can design marketing strategies for brands.
However, did you know that marketing strategies have always been inspired by various marketing philosophies?
Marketing philosophies identify the purpose of a business and the purpose of marketing done for it. Click To Tweet
The word ‘marketing’ first entered the dictionary in the 16th century. And the journey from the 16th century until now has been a real rollercoaster.
In those times, marketing used to be product-centric. However, as marketing evolved, it became consumer-centric. It doesn’t stop there. In today’s time marketing has become more purpose-driven than ever.
Brands with a purpose are brands that are creating lasting and impactful connections with their target customers. As a result, a purpose-driven marketing strategy has become as important as you can imagine.
So, in this article, I am going to talk all about purpose-driven marketing strategies. However, to create a marketing strategy in this arena, you need to have a clear understanding of what it is. So let’s begin.
A Story I Want to Tell…
Purpose-driven marketing stands true to its name. It refers to the marketing activities that are driven by purpose. Let’s understand the concept more deeply.
I will give you an example here. Long back when I was stepped into the marketing field, I had a mentor. We were both were handling a client whose brand was run by an elderly couple.
Once I was sitting with him to discuss details about their brand, his wife told me how they lost their only child to a condition called SCID (Severe combined immunodeficiency).
She further told me that it was very tough for them. Then they realized that there are many such couples who have lost their children and suffer in silence. Do you know what they used to do in difficult times? He used to take her out for ice cream.
That’s how their business was born. So, they decided to create this ice cream brand and cafe with a purpose to help these grieving parents find some solace.
This purpose drove their brand ahead. By the time she finished her story, I was moved to tears.
They have a beautiful purpose and we help that purpose be heard, be seen, and be loved. We incorporated their purpose in their marketing strategy and designed a marketing campaign for them. This is nothing but purpose-driven marketing.
What is Purpose-Driven Marketing?
In today’s time, people are of the very strong belief that they are a part of a bigger picture. As a result, they want to go for brands that share this passion with the target audiences.
Brands that stand for a purpose, brands that have a voice, and brands that are about something more than themselves are mostly preferred by people.
From supporting some movement, addressing an issue, advocating for a right, a community, or a lifestyle, brands that operate with a purpose-driven stance will shine and thrive.
So, if as a brand, you incorporate something that is bigger than just your product or service will help you in indulging in a purpose-driven marketing approach.
With a purpose-driven marketing strategy, your brand puts forth what it stands for in front of the audience. This makes the audiences form a deeper connection with the customers.
This can be anything. From their core values to supporting a core cause, everything has a purpose, and to make that purpose heard, seen, and loved by the target audience, purpose-driven marketing helps you to a great extent.
Understanding Purpose-Driven Marketing a Little Deeper
Not too long ago, on Mother’s day, Doritos Mexico came up with a marketing campaign. This campaign featured kids thanking their moms.
However, there was a catch. All these kids came from a family of two moms. They went on to thank both their moms for raising them and making them who they are.
This is one of the finest examples of purpose-driven marketing. Doritos Mexico’s purpose here was to stand for moms from the LGBTQ community, and they did it beautifully.
Over the years, many brands have come up with some incredible and moving purpose-driven marketing campaigns. From the #NoDigitalDistortion campaign by Dove to having its first-ever vegan outlet in Germany by Burger King, these brands have shown that they are run by a purpose.
Whether it’s about quashing unrealistic norms of beauty or promoting a vegan lifestyle, brands have carved their marketing campaigns in alignment with what they stand for. This is what forms the essence of a purpose-driven marketing strategy.
Sounds amazing right?
Whatever is your brand’s purpose, vision and beliefs, when you align them with your marketing strategy, you create a purpose-driven marketing strategy. This is what drives the audience to you, as they start feeling a deeper connection with your brand.
Through a well thought and well-carved purpose-driven marketing strategy, you will be heard, be seen, and be loved. Not only this, but you will be able to form a deep, unique, and lasting connection with your customers.
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Is Purpose-Driven Marketing Similar to Cause Marketing?
A lot of clients that come to me have a misconception about purpose-driven marketing and cause marketing. They think both are the same.
When I once told one of my clients that we should carve a purpose-driven marketing strategy, they told me that they recently supported a marathon for breast cancer awareness and it was on their social media channel.
However, that alone doesn’t count as purpose-driven marketing. Although there is a thin line between purpose-driven marketing and cause marketing.
Although their base context might be the same, that is, thinking of someone or something beyond the brand, the mode of operation is very different.
How is Cause Marketing Different From Purpose-Driven Marketing?
When you talk about cause marketing, it is generally a short-term venture where you are contributing to a cause. Your brand can collaborate with an NGO or any other organization supporting a cause and be a part of its campaign.
For instance, the breast cancer awareness marathon that I mentioned earlier comes under cause marketing.
That is what forms the crux of cause marketing. It is a short-term campaign and has a comparatively narrow context. Your brand will probably collaborate with a charitable institute to support a cause.
Compared to cause marketing, purpose-driven marketing is comparatively long-term with a broader concept. The brand’s core values, mission, and vision are driven by a purpose, and it is always reflected on their brand personality as well.
For instance, Dove’s brand purpose is to always squash the unrealistic beauty norms and make women comfortable in themselves
Dove’s purpose is always to instill confidence in women and assure that they are beautiful the way they are. This is purpose-driven marketing
However, if Dove chooses to join hands with an acid attack organization to support the victims and survivors, that will count as cause marketing.
Both the terms may sound similar but are different in true terms.
Why Should a Brand Opt for a Purpose-Driven Marketing Strategy?
According to a report, 77% of the customers are of the belief that they feel strongly connected to purpose-driven brands.
Not only this, another report further suggests that 80% of the customers feel that when they opt for a purpose-driven brand, they feel that they are making a positive impact in society.
This is proof that people are becoming sensitive and passionate about brands that are purpose-driven. Moreover, another study suggests that 66% of the customers are willing to switch from a widely popular brand that is not purpose-driven to an unknown brand that is purpose-driven.
With the rise of the pandemic, the need and want of purpose-driven brands have increased. People have become even more sensitive and are more likely to be emotionally inclined towards a brand that supports a purpose for the welfare of society.
Strong Purpose Will Help You Be Heard, Be Seen, and Be Loved
There are a plethora of opportunities for your brand to dive into the purpose-driven arena. You can not only support a purpose, stand up for it but also create a lasting connection with your target customers while you are at it.
For instance, According to a consumer study by Unilever, an estimated $1.2 trillion opportunity exists for all those businesses that make their sustainability credentials clear.
Sustainability is a purpose. A brand that supports sustainability will be preferred over a brand that doesn’t. It is because people have become more aware of the issues our earth is facing how brands play a major role in causing it, and how can they play a major role in correcting it.
How Can Your Brand Make an Effective Purpose-Driven Marketing Strategy?
I am sure that you have understood a lot about purpose-driven marketing now. So, it is now time to understand how your brand can create an effective purpose-driven marketing strategy.
However, there are a few pointers I would like to give to you, to begin with. These will help your brand create an impactful purpose-driven marketing strategy. You will not only thrive with this, but you will also create an overall impact as well.
Find a Purpose That Resonates With Your Target Audience
A purpose-driven marketing strategy cannot be created without a purpose. It is important that the purpose of your brand resonates with your target audience. So, you can create a purpose-driven marketing strategy by choosing a purpose that matters to your target audience.
If you know about a cause they feel strongly about, that will be a good place to start with. However, you also need to ensure that the purpose you have chosen is also in alignment with your brand.
Going back to the Dove example, it is one of the best examples of purpose-driven marketing. Dove’s purpose of shattering unrealistic norms of beauty is not only inspiring, but it is also in alignment with the overall brand persona. So, finding a purpose that resonates both with your audience and your brand is the best way to begin.
Don’t Have a Purpose Just for the Sake of Having One
Just because purpose-driven marketing is popular, you cannot have a purpose just for the sake of it. You need to feel strongly about the purpose too, otherwise, it will look like you are cheating yourself and your target audience.
Let me give you an example. If you feel deeply about designing and promoting environmentally safe products, that is your purpose and you will be promoting that in your purpose-driven marketing strategy.
However, if you are only creating campaigns that say your brand supports the environment and your actions do not show it, the target customers will be really put off.
So, it is important that you feel deeply about this, otherwise, it will all go in vain.
Once customers get put off, there will be no coming back from. People are really sensitive these days so if it looks like the brand that they invested in played with their emotions, it will prove detrimental to that brand.
Create Unique, Relatable, and Purpose-Driven Content
Once your purpose is in place. You need to create content that speaks about the purpose. Let’s take Dove’s example again. All of its campaigns are hard-hitting.
They are always in sync with the purpose they stand for and they always either start a conversation, create awareness or inspire people to become the best versions of themselves.
So, you need to create content in such a way that not only sends a message of your brand’s purpose but also shakes the emotional psyche of your customers.
You need to understand the preferences of your customers and act accordingly. Developing interactive content will work wonders for you.
Your Purpose Driven Marketing Should Bring Audience Back to You
At the end of any marketing strategy, your purpose should bring the audience back to you.
Let’s take Nike for instance. Not too long ago, Nike launched a campaign where it was all about being bad at sports. Nike’s purpose is to inspire people to “Just do it”.
This time, Nike chose a different path and asked world-famous athletes to try on sports they haven’t yet tried. This meant that no matter how bad you are having, you should stay motivated with this tagline “Just do it”.
This is how Nike realigned its purpose-driven marketing strategy back to its brand. That’s exactly how you should design your purpose-driven marketing campaigns.
It should always come back to the brand. That way, not only does your brand inspire others but will also be heard, be seen, and be loved.
So, Are You Ready to Get Started With Purpose-Driven Marketing?
According to Interbrand, businesses with a purpose-driven marketing strategy improve the quality of life of their customers. Purpose-driven marketing not only adds value to your brand’s overall standing but also promotes good things in the world.
Through a well thought of purpose drive marketing strategy, your brand can create a unique lasting place in the audience’s hearts. Your brand will be heard, be seen, and be loved this way.
Need help with your purpose-driven marketing strategy?
Purpose-Driven Marketing FAQs
Where to Begin With My Purpose-Driven Marketing?
Start with research. See what purpose or cause are the target audiences really passionate about. Then check if that purpose is in alignment with your brand.
Which Marketing Channels Should I Target for Purpose-Driven Marketing?
These days, digital marketing channels will be one of the best options for your brand. Research about the channels and choose the ones you want to go with.
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