Written by ©2018 Lien Design
Finding an identity for a brand can play an important role in pushing your business forward. It will help you connect with your target audience, giving them something to relate to and connect with.
Establishing a brand purpose is an important part of creating your brand identity. A brand purpose is the answer companies give when asked the question ‘why?’ Why are we a company?…why are we doing what we do? Companies that have employees that can answer these questions will be stronger over all.
Trying to find the answer to these whys may not be as simple as you think but are many factors that can make it easier than you might think. These include:
The Economy: Uncertain economic conditions can lead to purpose driven branding. Beyond making affordable products, companies may choose to get behind causes that can improve the economy or help those struggling to make ends meet. This can help forge a bond between the company and consumers that support these issues or for whom the company offers affordable solutions to every day problems.
The media can not only help pave the way for brand purpose, it can dictate the way it is conveyed. For instance, healthy foods and real beauty may be trending in the media, giving brands who work in these industries clues on offering a useful purpose for concerned consumers. Companies can then take advantage of the increased communication social media offers to build a dialogue raising awareness about their goals and purpose.
Which Direction Should You Take?
Despite these external factors playing a role in finding purpose for your company, some still struggle. To this end, it is advisable that companies try to be as authentic as possible. Think of the vision of your company’s founder and emphasize on this as a way that brings value to your customers.
Some companies might go the money saving route offering a blanket statement on all the products and services they offer. This tends to come off as bland and uninspiring in general and that’s the message that your customers will be getting.
A brand purpose is a personal thing and often it needs to be developed internally. However, speaking to an expert will help get you on the right track.
San Diego, California’s premier branding and graphic design agency, Lien Design, can help your company move in the right direction when it comes to developing a brand purpose. They are aware of the latest trends and will take the time to get to know your company assuring its purpose and identity comes through in everything from its website and logo design to its branding and packaging design.
Finding your brand purpose is not always easy, but Lien Design can help. If you are struggling to find your company’s identity, call them first!