Remember when you saw an ad from Dove’s ‘Real Beauty’ campaign and connected with it instantly or when you came across Google’s ‘Reunion’ ad and got a little teary-eyed? Do you realize how ‘Rin’ establishes confidence in social situations through ‘Chamakti Safedi’?

As individuals, we are all purpose-driven, big or small. We wish to find meaning in everything that we do or associate with and it’s the same when it comes to buying products or using a brand. Today, brands are increasingly adopting purpose-driven marketing because that’s not only the way one can acquire customers but also retain them and convert them into higher CLV customers.

More and more people are trying to find brands that have values that align with theirs. This helps them associate with a brand not only on a transactional or monetary basis but also on an emotional level.

A purpose-driven brand openly puts its core values out there and gives it the highest priority. Such a brand makes marketing campaigns that clearly showcase its purpose in a way that they align and resonate with its target audience creating an ever-lasting impact on them and driving long-term loyalty. This marketing strategy when used effectively can help brands create meaningful content.

Today, brands exist in a digital era where customers have shorter attention spans than ever before. To leave an ever-lasting impression on consumers your content needs to be substantial, deep and touching, something that makes the consumer move and re-think otherwise your marketing campaigns will be treated just like any of the random ones which are only product/features driven. Such brands not only become irrelevant but are lost in the crowd.

Brands must identify their core purpose that goes beyond the monetary value of products and services. This purpose should drive everything they produce and put out in the world. Not just brand communication but their business model, product innovation and other functions should be built around these purposes to not only gain customers but to give back to society in real-time.

A purpose-driven strategy makes the business sustainable and scalable. It also helps them build goodwill over time making them more credible and reliable in the eyes of customers. Additionally, it brings like-minded people together, internally and externally to form a healthy social ecosystem providing benefits to society.

Purpose-driven marketing highlights the fact that making money and social welfare are not mutually exclusive concepts and can go hand in hand giving, greater and deeper identity to brands that can be further recognized not just by individual products but an organization as a whole.