Don't get me wrong, it has to be that way, the only thing is that these positive results come as a consequence of our objective being to provide value beyond sales. That is, putting our audience first and expecting their positive response in the form of purchases and not the other way around.
We could make a huge list, but if we summarise the contributions of the brand purpose, the most important ones are:
It allows us to connect with our audience in a closer and more intense way.
It allows us to mobilize purchase recommendations towards our brand .
Strengthens our brand and positioning.
And something fundamental guides our growth.
The connection between brand purpose and employees is the key to success
What we have seen so far is the theory. For usa numbers list this to happen, we must successfully implement the brand purpose in our company . And this success begins, as always, with people.
The vision of purpose with which I started the article is the most common: “ let's put the purpose in motion to sell more ”, and for this reason, efforts are focused first on the audience.
But purpose also connects us to the company's employees. And this is the key point for purpose to be successful in our organization.
In marketing, as in many facets of life, things are done from the inside out and from less to more.
If our employees connect with the company's purpose, they will know how to organize their work and transmit it to customers with the same intensity. This will lead us to a full connection: employees-brand-audience and to a multiplication of the transformative effects of the purpose in our company.
The magic happens when there is a connection between the brand's purpose and that of the employee.
Can you imagine working in a company that allows you to live your personal purpose?
The benefits for the employee and the company are immense: greater commitment, better working environment, better results, confidence, security, sense of belonging, etc.
To make it a reality in the company, we have to establish the policies that make it possible. From the most strategic part (application of the purpose to the business strategy) so that it serves as a beacon, to internal communication policies, work groups, specific activities to promote it, etc.
Internally, the purpose must become the reference to guide our work, to act as a filter for personnel selection and as a way to bring teams together.