Without Purpose, You're Hurting Your Product, Your Brand and Yourself

The struggle for marketers to create the next hit product amongst corporate-decision making processes, new technologies and consumer expectations is a good starting point to reflect on what the purpose of a brand really is.
Curiusbrand Team
June 1, 2021

Often times, we lose sight of the original purpose of our brand by getting distracted with meaningless tasks due to the nature of corporate politics. Here a some tips to help you reflect if you feel like you have been carried away lately:

1. Review your own brand purpose and that of the brand you represent.

A brand purpose is a brand's reason for being beyond making money. The "why" of a brand is its soul - what engages consumers emotionally. It drives business, benefits people and makes society better.

Ask these questions about your own brand:

  • What’s your professional reason for being – beyond making money?
  • What’s the ‘Why?’ – why do you do what you do?
  • How strongly do you feel the ‘Why?’ in your soul?
  • How does your purpose show up with others? Does it create emotional bonds and connections?
  • How are you making the business, people, and society better?
  • How do these answers align with your organization or product brand?

2. Reflect on your own level of motivation.

Products that don't have top management support have a greater likelihood of failure.

3. Complete your own skills gap analysis and get creative with development.

Invest in your skillset, it will make you a better creator, make your brand better and contribute to your brand's purpose.

4. Review how you spend your time and make sure it is as purposeful as possible.

How and where you spend your time sends a direct, non-verbal message about what’s important to you.

5. Remember the link between purpose, health and well-being.

Professional purpose and self-esteem are closely related and essential to good mental health. Make time to decompress and take care of yourself. By doing so, you'll be able to take better care of your brand as well.

In the end it all comes down to your professional purpose, consumer market needs and time. Reflect and act, and the rest should align.

Read the full article on @BrandingMag