June 24, 2017

5 Incredible Examples Of Brands With Purpose


It’s not easy to establish a deep connection with your audience, is it?

You’ve worked hard to build your product or service. You have likely spent late nights and early mornings trying to develop the perfect offering.

Then, you have poured your soul into your marketing efforts. You attend networking events where you shake lots of hands and meet tons of people.

As a matter of fact, you may have already earned a decent amount of business. But it’s not enough. You might be finding that it’s harder to take your business to the next level.

As an entrepreneur, you need to be able to stand out from your competition. You have to know how to move people to action. It’s something all of the major brands have had to figure out.

What’s one of the biggest things that separates the more successful brands from the not-so-successful ones?

It’s about purpose.

Brands With Purpose

If you want to build a thriving enterprise, you have to identify, embrace, embody, and articulate a brand purpose that inspires your audience to connect with you. In this article, you will learn how purpose can make your brand more attractive. You will also see some prime examples of successful purposeful brands.

As you read through this post, you will get a better picture of what a strong brand purpose looks like. When you commit yourself to identifying your purpose, you are going to notice that your audience is far more engaged with your brand than they were previously.

Let’s get started.

Brands With Purpose Are More Attractive

Have you ever read the book “Start With Why” by Simon Sinek? If you haven’t, you need to check it out. It’s a must-read for any entrepreneur. Sinek sums up a lot of what his book says in his famous TED Talk.

One of my favorite quotes from the book is:

“People don’t buy what you do. They buy why you do it.”

What he means is that people don’t connect to a company’s products or services. They buy into the reasons why these companies exist. They buy into the idea that a company exists for something larger than themselves.

A strong brand purpose means having a distinct brand perspective that influences what your company does and doesn’t do. It’s what drives your company forward.

Dove

Dove is one of the greatest examples of a purposeful brand. Why? Because their mission is about something far more profound than just selling soap and hygiene products.

Dove is using its brand to help improve the self esteem of girls worldwide. They have recognized that low self esteem is a huge problem for females. When you visit their website, you learn how serious the problem is.

Through their #speakbeautiful movement, Dove seeks to help girls gain more confidence in their beauty. On social media, women tend to express negative thoughts about their looks. The #speakbeautiful movement encourages these women to use social media to say positive things about themselves and others.

Does this earn Dove a profit? Not directly. But it makes their brand easier to relate to. It’s a purpose that anyone can agree with. It’s a great way for Dove to impact the world while making money.

Starbucks

Howard Schultz, the CEO of the Starbuck’s coffee chain is well-known for his commitment to corporate responsibility. Not only has he led the way when it comes to corporations becoming more responsible, he has used the Starbucks brand to improve people’s lives worldwide.



Through their corporate responsibility initiative, Starbucks has shown its commitment to fighting hunger, encourage service, and helping the environment. This dedication is the result of Schultz’s own rags-to-riches story. Witnessing the struggles his father went through while growing up poor in New York showed Schultz how he could use his business to do something more impactful than just making a profit.

The impact that Starbucks has made on the world makes it an awesome example of a purposeful brand. It’s something that any budding entrepreneur should emulate.

Savers

Savers is a large thrift store chain with stores in the U.S., Canada, and Australia. Corporate responsibility is actually a part of its business model. Founded by the late William O. Ellison, it has had an incredible impact on the world.

It purchases its products from non profit organizations who have received the items as donations. Then, it sells these items at affordable rates. Any items that are not sold are then recycled. In this way, Savers is able to give money to non profit organizations and help the environment by recycling products that are not sold.

But this isn’t the end of it. Savers also partners with various non profits to help create jobs, help at-risk children, assist people with disabilities, and much more.

Savers is a great example of a company who doesn’t just preach about social responsibility. They actually incorporate it into their business practices. Having a brand purpose means making a true impact on the world around you.

The Body Shop

Anita Roddick originally founded the Body Shop as a way to help her family survive. However, it soon transformed into something much more. As her company grew, she began to see her business as something meant to make a positive difference in the world.

The Body Shop is a cosmetics company that specializes in selling all-natural products. They make their cosmetic without using the harmful chemicals that many other cosmetics use.

The Body Shop’s motto is “Enrich, Not Exploit.” It is committed to enriching its people, products, and planet.

The company has several lofty objectives:

  • Help 40,000 economically vulnerable people access work around the world.
  • Ensure 100 percent of our natural ingredients are traceable and sustainable sourced, protecting 10,000 hectares of forest and other habitat.
  • Build bio-bridges, protecting and regenerating 75 million square meters of habitat helping communities to live more sustainably.

These are only a few of the things that The Body Shop wants to accomplish. The Body Shop has an immensely profound brand purpose that drives its business efforts.

Walgreens

Walgreen’s is one of the nation’s largest pharmacies. They have had great success in their field. Walgreen’s has also been very much focused on impacting the communities they serve.

The great thing about Walgreen’s is like Starbucks, they support their communities through several different ways. Their corporate responsibility program has several different components.

These include:

  • Supplier diversity.
  • Environmental responsibility.
  • Community services and outreach.

Walgreen’s has a very effective corporate responsibility program that serves to enhance is brand purpose.

Summing It All Up

So what does all this mean? I’ve give you some powerful examples of brands with purpose that transcends the products and services they offer.

However, this article isn’t really about them.

It’s about you and your business. Here’s the bottom line: you won’t be able to grow your brand if you don’t give your audience something to connect to.

The last thing you want to do is to build a business into a corporate machine that has no soul. That’s not the type of company consumers want to interact with.

Identify your brand purpose. Find out what you truly stand for as an entrepreneur. Then, figure out how to embody this purpose and communicate it to everyone your brand interacts with. Not only will this help you earn more profit, it will help you make your mark on the world.

Starbucks Photo via Shutterstock

6 Comments ▼
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Jeff Charles


Jeff Charles Jeff Charles is the founder of Artisan Owl Media, an Austin-based content marketing agency that specializes in helping professional service firms increase their influence and earn more clients.

6 Reactions

  1. Aira Bongco

    Purpose also helps a lot when it comes to USP. With it, people remember your brand a bit more than others.

    • Jeff Charles

      Great point Aira,

      It’s interesting how having a same purpose can accomplish the same objective as having a USP. It sets you apart from your competition. Thanks for the comment!

  2. Martin Lindeskog

    Jeff: Would you say that Apple is one of the companies with the strongest brand and purpose at the same time?

    • Jeff Charles

      Hello Martin,

      I definitely would. Apple has been able to build a strong and loyal following by emphasizing their commitment to quality and innovation. They’ve also clearly articulated who their audience is. Remember those Mac vs PC commercials? Not only did they brand themselves, they also branded the types of people that they market to. I think that was pretty smart on their part!

  3. I totally agree with everything. Something you could make that people wants to buy your product or services not just because they want it but also because they need it too, It’s a good thing to conceptualize if your planning to establish a business.

    • Jeff Charles

      Katrina,

      You’re absolutely right. As a business owner, you need to be able to identify what it is that people truly need. When you’re able to meet that need, you’re able to grow your business. Thanks for the comment!

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