Purpose-driven communication is the process of creating and communicating a specific purpose in your business, in order to identify and support your goals. Over the past year, we’ve had a lot of time to reflect on our actions and why we do what we do. Having this same mindset when it comes to your business will save you time, money and energy in the long run.
Having a defined purpose for your brand allows you to make decisions easier and more effectively. Your purpose is the overarching objective or goal of your company, and each smaller, individual goal and choice should tie back to this purpose. Think about what you want the outcome of a particular action to be, or how it can help you grow and reach new audiences. Be as specific and descriptive as possible with each goal, so that measuring their progress will be easier.
With an effective purpose comes transparency and authenticity. Across all industries, people are more passionate now than ever about the conscientiousness of brands when it comes to shared values, social issues and environmental matters. Consumers want to know and see your purpose take shape in real time, and from this transparency forms trust. Pairing a strong purpose with trustworthiness and reliability goes a long way in gaining and maintaining customers. Having a defined purpose that tackles issues helps you to reach new audiences and grow your business simultaneously.
Purpose-driven communication builds brand awareness and loyalty. Incorporating your purpose from the top down is imperative. When employees reflect on your chosen purpose, it is visible to employees and customers. Whether your purpose or goal is based around shared values or social issues, customers will respect the dedicated effort put into centering your brand around that purpose.
However, this also means your purpose must be something that you are dedicated to long-term. This is where authenticity comes in; if consumers see your purpose as one thing and your company’s actions say otherwise, they’re unlikely to trust your brand. Select a purpose that’s meaningful to you and your target audience — this will provide both authenticity and create a shared value between brand and consumer.
If you’re looking for additional help getting started with purpose-driven communication, rAVe [STORYTELLING] has proven success in marketing and communications for the AV industry.