When you have your purpose defined you are unstoppable
Posted: Sun Dec 22, 2024 8:58 am
In this article I leave you with the interview that Iñaki Alcaraz (Managing Partner of AGLV) recently did with me, in which we analysed the current situation and the need for companies to reconnect with their customers through purpose.
Here is the video of the full interview, followed by a summary with the most interesting comments.
Brand purpose as a magnet for your customers
Your what has to connect with your why
Your proposal has to match what your clients are looking for beyond your product or service. They have to identify with you in a deeper, closer way, related to their most personal interests.
The first step to connecting uk telegram number with your customers' whys is to understand the basic concept: What is Ikigai?
Companies need to REconnect with their audience
If before the coronavirus there was already a huge distance between brands and customers (for 91% of Spaniards, brands are irrelevant (2017 Meaningful brands), now we find ourselves with a gap that is difficult to overcome. Purpose is the bridge that can bridge this gap.
Brand purpose is the magnet for your customers
The acceleration in digitalisation caused by confinement has made many companies consider starting or deepening this process. But they find that they cannot start it in the traditional way with investment in people, campaigns, technology, etc., because the budgetary limitation caused by this crisis prevents them from doing so.
The brand purpose, together with the value proposition, is the magnet that attracts our clients to my company and allows us to bridge the gap between brand and audience, without having to be so dependent on a budget.
The value proposition alone causes our customers to choose between products based on their functionality and price (since brands have lost their appeal), without having a reason beyond that. But if we add the brand purpose, we manage to find the emotion that allows you to reconnect with your market.
What is brand purpose and how is it defined? And what about personal purpose?
Personal purpose, and also brand purpose, is the intersection between:
And it is formulated like this: [What I like to do + What I am good at] for [What society needs + What I could be paid for].
When you have your purpose defined, you are unstoppable.
If you want to define your Ikigai , I propose my Ikigai Impulse workshop.
How does brand purpose apply to businesses?
Below is a summary of what was said in the interview, but you can read more about the definition of brand purpose and the other articles on this topic .
It starts with a complete conviction of the company's management.
The larger the size of the company and the older it is, the more difficult it is to implement the purpose.
Brand purpose is the filter for many decisions in all areas of the company: for the selection of people, suppliers, production processes, etc.
For projects that are just starting out, the purpose is the most appropriate; all projects should define it in the early stages.
The brand purpose begins with the definition of the personal purpose of the company founder, and we go down to the management, staff and from there we are able to transmit it to the market.
You no longer put up sales ads, you put up magnets for your customers
Brand purpose is the best way to differentiate yourself from the competition
Brand purpose is very difficult to imitate, it is like the relationship between two people. It is the best way to differentiate yourself from the competition and segment your communication.
Two companies may have similar value propositions, but it is very difficult for two companies to have the same purpose and the same tactical approach to it.
The goal of brand purpose is to connect the heart of the company with the heart of the audience.
Companies do not have enough budget to impact their audience, the purpose is that lever that allows us to do so without having to rely so much on marketing budgets.
In marketing mentoring, I work on brand purpose with companies of all sizes, from entrepreneurs to SMEs of a certain size. We work at 2 strategic and tactical levels. My goal is to guide them to make their business scalable and get the most out of marketing.
Here is the video of the full interview, followed by a summary with the most interesting comments.
Brand purpose as a magnet for your customers
Your what has to connect with your why
Your proposal has to match what your clients are looking for beyond your product or service. They have to identify with you in a deeper, closer way, related to their most personal interests.
The first step to connecting uk telegram number with your customers' whys is to understand the basic concept: What is Ikigai?
Companies need to REconnect with their audience
If before the coronavirus there was already a huge distance between brands and customers (for 91% of Spaniards, brands are irrelevant (2017 Meaningful brands), now we find ourselves with a gap that is difficult to overcome. Purpose is the bridge that can bridge this gap.
Brand purpose is the magnet for your customers
The acceleration in digitalisation caused by confinement has made many companies consider starting or deepening this process. But they find that they cannot start it in the traditional way with investment in people, campaigns, technology, etc., because the budgetary limitation caused by this crisis prevents them from doing so.
The brand purpose, together with the value proposition, is the magnet that attracts our clients to my company and allows us to bridge the gap between brand and audience, without having to be so dependent on a budget.
The value proposition alone causes our customers to choose between products based on their functionality and price (since brands have lost their appeal), without having a reason beyond that. But if we add the brand purpose, we manage to find the emotion that allows you to reconnect with your market.
What is brand purpose and how is it defined? And what about personal purpose?
Personal purpose, and also brand purpose, is the intersection between:
And it is formulated like this: [What I like to do + What I am good at] for [What society needs + What I could be paid for].
When you have your purpose defined, you are unstoppable.
If you want to define your Ikigai , I propose my Ikigai Impulse workshop.
How does brand purpose apply to businesses?
Below is a summary of what was said in the interview, but you can read more about the definition of brand purpose and the other articles on this topic .
It starts with a complete conviction of the company's management.
The larger the size of the company and the older it is, the more difficult it is to implement the purpose.
Brand purpose is the filter for many decisions in all areas of the company: for the selection of people, suppliers, production processes, etc.
For projects that are just starting out, the purpose is the most appropriate; all projects should define it in the early stages.
The brand purpose begins with the definition of the personal purpose of the company founder, and we go down to the management, staff and from there we are able to transmit it to the market.
You no longer put up sales ads, you put up magnets for your customers
Brand purpose is the best way to differentiate yourself from the competition
Brand purpose is very difficult to imitate, it is like the relationship between two people. It is the best way to differentiate yourself from the competition and segment your communication.
Two companies may have similar value propositions, but it is very difficult for two companies to have the same purpose and the same tactical approach to it.
The goal of brand purpose is to connect the heart of the company with the heart of the audience.
Companies do not have enough budget to impact their audience, the purpose is that lever that allows us to do so without having to rely so much on marketing budgets.
In marketing mentoring, I work on brand purpose with companies of all sizes, from entrepreneurs to SMEs of a certain size. We work at 2 strategic and tactical levels. My goal is to guide them to make their business scalable and get the most out of marketing.