The world is awash with purpose washing.
Yet purpose is not a trend.
Purpose brings people together and creates cultural change. It evolves how we think and behave, and how businesses relate to consumers.
For brands to stay relevant they must evolve their purpose at the speed of culture.
Businesses everywhere are going through times of immense transformation.
These changes are happening from the global macro economic level , to the local marketplace to a range of internal business changes from expansion to repositioning or change of management.As businesses navigate these challenges, they need to take the time to re-focus, making sure they are driven by a brand purpose that unites their teams and partners and resonates with their customers. It’s less about what they do, or how they do it, but why they do what they do.
So we always start with ‘Why?’
We work with clients globally to help them clearly articulate their brand purpose, their ‘why?’. Through collaborative workshops with consulting behavioural psychologists and our strategists to craft their brand purpose, values and behaviours, so that clients can communicate their ‘why’ inside and outside their business with passion. We’re not ashamed to say that we have a serious brand purpose crush on Simon Sinek.
We start by developing a clear and compelling content mission that expresses the brand purpose. Then we find creative ways to communicate this brand purpose through the organisation. In doing this, we look for innovative ways to also highlight inclusion & diversity, involving teams and partners in the hero films and supporting content.
Next, we think about how we can communicate this vision frequently and in a way that deeply engages with consumers. This is the brand’s opportunity to define itself with the purpose and values they share with their customers, which will allow the business to start a conversation about something that the consumer truly cares about. We create hero content with evolving story arcs, supporting content, advocacy and PR, which the brand’s audience will get behind, support and share. Brand purpose is the reason we get out of bed in the morning and the motivator that drives us to be the best content agency we can be.