Developing and executing a solid brand purpose can build brand awareness, differentiation, trust, and commitment. But, a purpose can't just be a marketing message; it must be an essential part of the brand. Our new White Paper offers three proven strategies for Marketing with Purpose.
The power of claims to drive value and closure is well known. The power of a "social claim" (proceeds to X go to Y for Z) is meaningful and helps connect to a cause or charity the consumer values. However, a purpose is different, and purpose-led brands' stakes are higher (pardon the pun). A purpose is more holistic and should be in synch with both a brand's functional and emotional benefits and the impact a brand brings on society.
Marketing Purpose Correctly to Convert
A broad set of attributes play a role in shoppers' decision-making, including convenience, price, quality, and service. Purpose-driven marketing has become a more significant factor in driving purchase decisions. Yet, there is a lack of best practices on communicating both brand claims and purpose to drive conversion.
SellCheck’s POV for Marketing On Purpose
At the core of successful performance, marketing executions is a crystal-clear understanding of why the shopper buys and the purchase barrier at that crucial moment (e.g., to secure the 'click' online, to get in the basket in-store).
Be Clear How Your Brand Purpose Fits the Execution. The purpose isn't a short-term claim and should not be slapped on a sales message or tied to a promotion. Brands need to convey what they are doing, why it's essential, and the resulting tangible impact.
Stay Authentic to Best Connect. Including purpose-driven claims can enhance the ability of marketing to convert only if well-aligned and communicated with sincerity and transparency. Brand's can't act one way and communicate another.
Prioritize the message that overcomes the purchase barrier.When close to the point of decision, give the most emphasis to what causes the shopper to buy. If a brand's purpose can help surmount the purchase barrier and deliver on the core brand promise (e.g., better cleaning from nature, finest quality cocoa sustainably sourced, etc.), then by all means, otherwise adding purpose can be a disconnect.
The information a shopper needs at the shelf (digital or physical) is very different from when they watch TV or read a billboard. Including purpose-driven claims will enhance the value proposition IF well aligned and communicated with sincerity and transparency. A purpose can't just be a marketing message; it must be essential to what the brand is doing now and into the future.