brand purpose

The term “brand purpose” was designated by the Association of National Advertisers as the Marketing Word of the Year in 2018. With so much focus on the idea of purpose and engaging in core principles that help make the world a better place, many businesses are working on finding their own purpose and using that to drive their initiatives from a marketing and public relations standpoint.

With an increased number of businesses seeking out their purpose, one of the risks that has made itself known is the pitfall of a promotional stunt disguised as a purposeful mission. This can do more harm than good in the consumers’ eyes, and therefore this type of publicity stunt marketing should be avoided at all costs.

Even so, however, finding a core purpose can help drive a business forward with a clear objective in mind. Finding this purpose can be instrumental in formulating a long-term strategy for the future, as well. After all, no business should be focused on only short term goals — a clear, core purpose can define the path forward so that a business can stick to its guns and put in the proper time to make a strategy have a longer lasting impact.

The idea of brand purpose comes from a feeling of responsibility. Particularly for larger businesses — corporations, big tech, healthcare, for example — the idea of social responsibility has become more prevalent and consumers have come to expect a certain level of both transparency as well as accountability. Poorly executed “purpose missions” in the form of advertising or public relations initiatives that seem to only serve to make a business appear more favorable in the public eye can backfire.

Another factor that plays into purpose-driven marketing is the idea of customer loyalty. Customers tend to show more loyalty to businesses that have shown a clear purpose. Whether it’s giving back to the community or promoting ideals such as self-care or helping others, consumers tend to gravitate towards the idea of doing good. Brands that also align themselves with this mission may be able to gain increased traction when it comes to consumer favor and loyalty.

In order to determine a path forward with purpose, a business must really take a look at what it is that truly matters. Not every purpose will align with a business’ objectives — and choosing the wrong purpose or strategy can be misconstrued as being too self-serving or ingenuine. Taking a look at previously successful examples of purpose-driven marketing can also be helpful in identifying the best approach for a business to also get involved.

And don’t think too big, either! Not every business has the means, the reach, or even the necessity to involve themselves in a big huge story. Take a look at the community in which the company does business. What does the community need? Perhaps there is a large homeless or underprivileged population, or maybe there are communal areas that could use some TLC. Finding ways to get involved in the community can be far more impactful than attempting to get involved in a conversation that really has nothing to do with the business.

Purpose-driven marketing will continue to have a heavy presence in the forefront of many marketers’ brains as they find the best formula for success. Aligning with core principles and values can achieve a lot for a brand, but this approach must be done well and with tact in order to accomplish the right goals.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.