Brand purpose is a company’s reason for being and the things it stands for. This is usually to do with its customers and the market niche it seeks to serve.
Brand purpose can be political, ethical, or moral, providing customers with a choice to make a purchase decision that supports their way of life. Brand purpose is essential because it shows your customers that you are not just about your products, service, or advertising campaigns. It shows that you have a purpose bigger than making a profit. The brand purpose might reflect your company’s experience, perception of a gap in the market. Or, it may reflect a need for change and disruption within the market sector.
How Brand Purpose Impacts Consumer Perception
Here is how brand purpose can impact consumer perception.
Customer Experience.
This means how your customers engage with your brand before, during, and after purchase. We no longer live in a world where customers primarily look for products and services. These days, every consumer wants consistency and a remarkable experience worth reliving and sharing on social networks. Your business must respond to customer desires and deliver target content that enhances their experience and the in-store media. So, it would be best if you crafted everything for the public to create a customer perception from which your business might benefit.
Marketing and Commercial Activities.
These activities attract, engage and motivate customers’ perception of brand-sponsored interaction and experience. The activities have a place at different points of the customer’s journey, from discovering the product to building a positive outcome and prioritizing customer recommendations.
Values.
The basics of your branding include your brand values. These define things like branding personality and your marketing messages. Your business values always guide your brand story, and you must consistently deliver those values. However, the larger the business, the harder it is to keep the message consistent, and that is how your customers may begin to perceive your brand as different from what you want to demonstrate. Hence, it is advisable to check on your brand values since this is how your client will see your brand and decide if they will align with it.
Pricing.
A brand purpose also indicates whether your price point is suitable for the quality and experience you provide. You must match your price with customers’ expectations. For example, consumers know that IKEA (a Swedish company that designs and sells ready-to-assemble furniture, kitchen appliances, and home accessories) is trading the convenience of having fitness and furniture assembled for lower prices. The consumers see value in that trade-off. However, when you charge a high price but provide lower quality, customers may negatively look at your brand.
Build Partnership With Your Consumers.
Studies show that most people need more than company values and promise to recommend a brand or product. The company will need a stronger reliable emotional connection that helps engage consumer perception. Customers look for a friendly brand and want a business-consumer relationship based on positive responsiveness, a good understanding of social, cultural, and political contexts.
Brand purpose underpins your company’s commitment and responsibility. Please click here to learn more about brand purpose.
