Purpose branding “says” what your brand is for, and in the age of consumer relevance, a brand’s success depends on having the same values and purpose as its consumers. A recent Landor Brandfeed webinar highlighted the six metrics of creating purpose branding actions:
- Find where social and business good intersect.
- Make it important. Ask, “What are we best at,” or “What do our customers care about?”
- Find “thick value,” which is defined as game-changing.
- Make sure it fits your culture. Do employees want to own it?
- Invite others for innovation. Look for new partners to collaborate with—more hands equal more impact on the greater good.
- Remember brand purpose is not a sprint. It takes an ongoing commitment that challenges you to take it further and in different directions.
To consider a brand that’s doing a great job, check out GE with its “Imagination at Work.”
