A company that is guided by its purpose is focused on leaving a positive impact on the world. Regardless of its area of influence (local, national or international), a company is capable of connecting with its audience when it seeks to improve the society around it in some way. It does not have to be social or environmental (as many companies confuse), it is what the company wants to achieve beyond sales. If Apple were to disappear, in addition to no longer having its products, we would lose a company that has been a benchmark in its sector for decades for its innovative and disruptive products.
What is more important, for many of their clients it would represent the loss of a reference in their lifestyle. How to implement brand purpose in a company We study and promote the brand purpose due to its connection with customers (and the benefits that this brings B2B Email List to the V company in the form of sales), but the reality is that this positive effect extends to suppliers, partners, investors and other groups of interest (or stakeholders as we call it in marketing). All of them feel more committed to a company with a soul than to one that ships products. It is not enough to have a clear brand purpose for it to be visible throughout the company and for it to be successful.
To achieve this, we must start by creating a direct relationship between the purpose and the quality of the company that generates the most value. For example, if Inditex with Zara at the helm were to define their brand purpose, they should create a direct relationship with what they do best: logistics and design (their ability to create new designs and put them in stores with high frequency). To bring it down to reality, we can follow the methodology of the golden circle that I have once described in this blog Why brand purpose.