How to Give Your Brand Purpose and Attract the Right Customers

What if I told you there was something that could deliver more power to you and more satisfaction to your customers?

You’d probably take that advice and run with it, right?

Well step back and think about your company’s brand.

You might think your brand is the best thing since conveyor belt sushi. But many business owners are probably asking some of the following questions: Is my brand distinctive? Strong?
Compelling? Is my business standing out like it should?

Now let me ask you… Is your business standing out like it should?

Well, I think standing out is not that complicated. You need an effective marketing strategy built on helping your ideal customer, but you must have a rock-solid brand to make this work.

Today’s post is short, sweet, and to the point. It’s about creating a brand framework for your business.

And the best starting point for you is to focus on your brand’s purpose. Yes, purpose.

Small business owner. Marketing Director. Handmade maven—whatever your place in our crowded online space, you need the power of brand behind you.

And to me, the power of brand is all about purpose.

What do I mean by defining your brand’s purpose? It’s about thinking clearly about why you are here, and then using that definition to filter a continual delivery that tells your story and focuses on the right audience—your ideal customer.

How do you deliver on products and/or services? Have you defined your ideal customer? Does your messaging “speak” to that person? And are you wrapping this all in a nice, tight package that clearly articulates your brand?

Now think about our online world. People are dealing with a jillion bits of information. They’re bombarded with information, meaning you have a few precious seconds to stand out. Your potential customer is going to sift through gobs of information, pick what they want and ignore the rest. Step one to standing out is bringing clarity to your brand.

Shouting the loudest and pushing every media channel in town doesn’t cut it any longer. People are looking for an experience, and the experience you are providing is built on your brand’s purpose. And it should be the foundation of every marketing decision you make.

I don’t care if you’re a tech startup with a fancy new gadget, a consultant looking for gigs, or an artisan trying to sell goat leather boots, you need a solid brand foundation to survive and thrive. That foundation starts with purpose.

So, let’s think through a few things, shall we?

Would someone viewing your website understand what you do and why you do it? Does it inspire action? Could they define what you provide in a few words?

Is it clear who you are talking to? What you will do for them? And what their next step should be?

If not, your brand needs clarity. The type of clarity that comes by defining your brand’s purpose.

Does ALL of your branding make this clear? It’s great to have purpose, but is this proudly displayed in your tagline, copy, and ongoing marketing?

And, do you make marketing decisions based on said purpose? A clearly articulated mission-driven brand should be the filter everything runs through.

A system like this makes your brand stand out and makes your life easier. Said filter streamlines the process, because it’s what you base most of your decisions on. And that’s oh, so bombdiggity, for you and your clients.

The best place to start. To create this filter that everything runs through, is to correctly position your brand. This gives it purpose: Check out my blog post on How to Brand Your Business (and Make Sure You’re Attracting the Right Customers) Then, download my brand positioning worksheet that gets a bit deeper into this topic.

Now go back and think about your brand model. Do your logo and tagline truly reflect your brand? Does you’re copy tell your story in a clear, concise way? Do your communications truly speak to your ideal customer?

Every touchpoint, from your brochure to your about page to your blog posts should be inline with your handy, dandy little purpose. And this all starts by correctly positioning your brand.

The more consistent your brand is across the board, the more and more and more you’ll stand out from the pack.

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