Businesses don’t care for people, planet or community if they’re willing to sacrifice them
Is brand purpose as powerful as some commentators would have us believe? The Royals’ Dan Beaumont examines the point of brand purpose and why it’s important for some businesses, but not all.
Depending on who you talk to, brand purpose is the one thing that will make a difference to business in the modern world. It reminds us that it’s not all about money, is a rallying cry for a workforce who believe their role is bigger than just ‘working for the man’, a genuine questioning of the mistakes of the past and a promise to do better. Or, it’s a nonsense-driven buzzword used by brands in a desperate attempt to make a younger audience like them.
The truth is probably a bit of all of those things.
When it’s done well, a brand identifies a purpose that relates to its core product or service that not only puts it at an advantage commercially, but also benefits a broader community who may – or may not – be consumers of the brand.
