Finding Your Purpose: The Key to a Successful Marketing Strategy

31 March 2023
By Thato Mokau

​​Have you ever noticed how some brands seem to stand for something more than just selling a product? They have a message, a mission, and a set of values that guide everything they do.

This is what is known as purpose-driven marketing.

In recent years, purpose-driven marketing has emerged as a powerful tool for brands looking to make an impact in the world. According to EY consulting, 58% of companies that are purpose-driven saw 10% growth (or higher) in the past three years.

By aligning themselves with a mission or a social cause, brands can develop stronger, more authentic relationships with their customers.

What Is Purpose-Driven Marketing?

Purpose-driven marketing is a marketing approach that focuses on a brand’s mission and values rather than just promoting its products or services. It involves identifying a company’s reason for existing beyond making a profit and using that purpose to create a more significant impact on society.

This approach has become more prevalent in recent years as society has become more vocal about its demands for socially responsible brands. A joint study by BBMG and GlobeScan found that 40% of consumers look to find purpose-driven brands and have more confidence in brands that strive to act in the best interest of society.

If you’re looking to create messages that truly connect with your audience, the key may lie in finding your purpose. By aligning your marketing efforts with a mission or social cause that aligns with your core values, you can create a deeper, more meaningful relationship with your customers.

How to Find Your Purpose

To develop a purpose-driven marketing strategy, you must first identify your brand’s purpose.

Your purpose should be more significant than your product or service and should focus on how your brand improves people’s lives or the world around you.

Finding your purpose is not always an easy task. Here are some steps you can take to help you discover your purpose:

    • Start with why: Ask yourself why you started your business in the first place. What was your motivation? What problem were you trying to solve? By getting to the heart of your business, you can begin to identify your purpose.
    • Identify your values: What are the core values that guide your decision-making? What beliefs do you hold dear? Knowing your values can help you create a brand that is authentic and aligned with your beliefs.
    • Look at your impact: What positive impact do you want to have on your customers, your industry, and the world? By identifying the impact you want to have, you can create a purpose that goes beyond just making money and instead focuses on making a difference.
    • Involve your team: Your purpose should be a shared vision among your team members. Involve them in defining your purpose to ensure everyone is aligned and working towards the same goals. When everyone is on board with your purpose, it can create a sense of shared mission and motivate everyone to work towards the same end goal.

By taking these steps, you can find your purpose and use it to create a successful marketing strategy that resonates with your target audience and builds a strong connection with your customers.

The Importance of Purpose in Marketing

Having a strong sense of purpose can add more meaning and relevance to your messaging, regardless of which channels you use. 

When you have a clear sense of purpose, it can help you build stronger relationships with your customers, stand out from your competitors, increase brand loyalty, and ultimately drive sales. 

By aligning your marketing efforts with your purpose, you can create a brand that is authentic, trustworthy, and memorable. When customers feel a connection with your brand on a deeper level, they are more likely to become loyal advocates and even evangelists for your products or services.

In today’s increasingly crowded and competitive marketplace, finding your purpose and communicating it effectively is essential for building a successful marketing strategy. By focusing on purpose-driven marketing, you can create a brand that not only stands out but also resonates with your customers on a deeper level, leading to increased loyalty and sales.

Incorporating Your Purpose into Your Marketing Strategy

Once you have identified your purpose, you can incorporate it into your marketing strategy. Here are some ways to do that:

    • Tell your brand story: Telling your brand story is a great way to incorporate your purpose into your marketing strategy. Your story should focus on how your brand started and the journey it has taken to get to where it is today. You should also highlight your purpose and how it has shaped your brand. 
    • Create purpose-driven campaigns: Creating purpose-driven campaigns is another way to incorporate your purpose into your marketing strategy. These campaigns should focus on social or environmental issues that align with your brand’s purpose. By doing this, you can create a meaningful impact on society while also promoting your brand.
    • Support social causes: Supporting social causes is an excellent way to show your audience that you are committed to making a difference. You can support social causes through donations, volunteering, or partnerships with nonprofit organisations. By doing this, you can build a positive reputation for your brand while making a meaningful impact on society.

Incorporating Your Purpose into Your Marketing Strategy

Several brands have successfully integrated purpose into their marketing strategies. Here are some examples:

    • Patagonia: Patagonia is a company that is committed to protecting the environment. Its purpose is to use business to inspire and implement solutions to the environmental crisis. Patagonia’s marketing strategy reflects this purpose, with campaigns focused on environmental activism and sustainable practices.
    • TOMS Shoes: TOMS Shoes is a company committed to improving people’s lives. For every pair of shoes purchased, TOMS donates a pair of shoes to a child in need. This purpose-driven mission has become central to the company’s marketing strategy.
    • Warby Parker: Like TOMS Shoes, Warby has incorporated its purpose into its marketing strategy. For every pair of Warby Parker glasses you buy, they donate another pair to someone in need. This way, people aren’t just buying another pair of glasses; they are positively impacting the world.
    • Dove: Dove was one of the first personal care brands to challenge modern beauty standards. They understood that most customers didn’t look like the models used in advertising campaigns, so they changed their marketing approach. Dove began using everyday people in their advertisements and used their platform to encourage people to embrace their natural beauty. Dove’s marketing messages are focused on celebrating diversity and empowering women.

Simply capturing your audience’s attention isn’t going to be enough to drive your marketing efforts. To succeed today and in the future, you will need to build a meaningful connection with your audience and create a positive impact on society. That is why it’s important to identify your purpose and incorporate it into your marketing strategy.  

Finding your purpose is the key to creating a successful marketing strategy. It gives your messages more meaning, relevance, and authenticity, which can help you build stronger relationships with your customers, stand out from your competitors, increase brand loyalty, and drive sales. So take the time to discover your purpose, involve your team, and integrate it into your marketing strategy. Your customers will thank you for it.

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