Brand Purpose
Making Brand Purpose Heard
By Camilla Allen · 04.01.2019

In pursuit of customer faith in a post-trust era, brands are swiftly shifting towards a new way of thinking and doing.

Fuelled by an ever-increasing demand to not only be seen to be doing good but to want to be doing good, brands are actively searching out mission and value statements that hold their own in the battle for authenticity.

But what is it that makes a brand purpose initiative stand the test of time? Why is it that Patagonia has secured its reputation for being a business born out of passion, purpose, and perseverance, yet other attempts fail to inspire?

In the latest issue of homeWORK magazine, for our client Workspace, we wanted to speak the brands doing it right. We met with a cross-section of inspiring and thriving companies at the helm of London’s business scene. From here, we got our teeth into what it means to commit to a purpose-focused company framework.

The mission

Our aim was to take the reader on a journey. Workspace customer or not, the reader is encouraged to discover their sense of purpose. We question what companies stand for. Trust, transparency and brand purpose stand as the key pillars underpinning the issue. It celebrates the best and brightest from London’s business scene.

From discovering why we live in an era of distrust, to tackling issues surrounding food waste, our mission with homeWORK was to inform, challenge and inspire fledgling and established businesses with brave content. We wanted to spark pertinent dialogue around on-trend topics.

We speak to thought leader Simon Sinek. He says, “The goal is not just to sell people what you have, it’s to sell to people who believe what you believe.” And Ben Renshaw, popular author of eight books including PURPOSE and LEAD!, takes this idea further. He says, “The goal is not just to sell people what you have, it’s to sell to people who believe what you believe.”

True, in a fast-changing world where customer expectations are forever in a state of flux, brands must be clear about what they wish to deliver.

First, they must understand their customers better than their customers understand themselves. This way they can successfully pinpoint their core values. Then, they must embed these core values into their company ethos, culture, and behaviour. Only then can a brand deliver on valiant promises.

Have a flick through homeWORK issue 6 or find out how you can embed purpose into your brand’s DNA in our next post, Finding Your Why. From here, learn how to market your purpose authentically in Telling Your Why where we speak to marketing experts and purposeful brands doing it right.

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