{"id":21493,"date":"2018-02-07T01:03:10","date_gmt":"2018-02-07T01:03:10","guid":{"rendered":"https:\/\/fifteen-staging.fifteen.dev\/blog\/find-your-brand-purpose\/"},"modified":"2018-02-07T01:03:10","modified_gmt":"2018-02-07T01:03:10","slug":"find-your-brand-purpose","status":"publish","type":"post","link":"https:\/\/www.fifteendesign.co.uk\/blog\/find-your-brand-purpose\/","title":{"rendered":"Find your Brand Purpose"},"content":{"rendered":"

We live in momentous times. We are witnessing the change from the industrial era to the robotic revolution. Automation, voice activation, driverless cars, cashier-less shops and robots everywhere is what we can soon expect. Never before has so much power been in the hands of a consumer. It is an exciting time to be alive in these technologically charged times. Layered on top of this, in the UK, we are also facing the uncertainties. A big one will be Brexit and all the opportunities and challenges this will bring.

I believe that as things pan out some things will not change. On a broad, human level, people will still look for brands and products which will give meaning and value to their lives. They will continue to look for emotive causes to join. Studies are showing that in this touchscreen\/voice command world where we can access a million products of the same type that what we crave is more meaning. As consumers, we are even willing to pay more for purpose-driven brands. Why? Because we are happy to join a cause we believe in. It is a deep human need to strive to be more. We are more than happy to align ourselves with brands which believe what we believe.<\/p>\n

The modern consumer does not buy from a brand – they join them.<\/strong><\/p>\n

I do not care that you want to get rich<\/h2>\n

Most people go into business to make money \u2013 and this is noble \u2013 but consumers do not care that you want to make a profit. They do not buy from you so that you can get rich. They buy for other reasons. They buy because you add meaning. Because you solve a problem. Because what you offer is more than your competition. Because they believe in something over and above your profit margins. So, putting the idea of making a profit to one side, ask \u2013 why do you exist? What is that extra \u201cthing\u201d that your most loyal customers believe in?

The brands which will thrive in the coming turbulent future will be those who know who they are. Plus, know what they stand for, what they do not stand for, and more importantly, understand why they exist. These will be the brands who have taken the time to look at their businesses. To discover, define and articulate their purpose. It is purpose which can help us stay true to who we are. And, keep our loyal customers coming back \u2013 even in an ever-changing commercial landscape.

Why? Because it is these brands which we connect with on a deep level. It is these brands who will indeed fight for us. Help us keep winning because they align with us \u2013 assuming, of course, they will be living their purpose. How will these brands live their mission? First, they need to do the basics right. They need to look within and define that purpose. They then need to hold themselves accountable and live it. You cannot be responsible for something that is never identified.<\/p>\n

Market Insite & a free guide<\/h2>\n

For those who have attended the yearly Market Insite events hosted by Innes England in Nottingham, Leicester and Derby you will have no doubt heard me speak on branding and \u201cThe power of purpose\u201d.<\/p>\n

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