Why the World Need Brands and Leaders with Purpose?
There are many discussions these days about businesses with a purpose, or sustainable brands, or brands that are meaningful. The many meanings individuals give them outnumber the number of descriptions people employ. Some merely refer to companies that support a charity or, for example, use natural ingredients. On the opposite end of the spectrum, individuals establish whole corporations whose only goal is to do good.
We think a purpose-driven brand is not solely about marketing; it’s a way of transforming and shaping your business.
Advantages of Purpose-Driven Brands
"The brands that will thrive in the coming years are the ones that have a purpose beyond profit." – Richard Branson.
Let’s begin. Profit isn’t always the primary motivator for a purpose-driven brand. However, it does benefit your business by keeping it alive! This is essential if you want to grow as a business!
Because 63 per cent of customers prefer to buy from purpose-driven businesses, if you're leading with purpose, you'll have an advantage.
"By standing for something larger than what they offer, listening to their customers' values, and taking bold action, businesses have the opportunity to recast their customer relationships and engage with consumers on a deeper level." — Accenture, Inc.
Do you want your customers to support you? With a purpose-driven brand, you've got it.
● Seventy-nine percent of customers believe they would be more loyal to a purpose-driven business,
● Seventy-three percent would support a purpose-driven company if it were being disparaged.
● Seventy percent would be pleased to be affiliated with a purpose-driven company.
If you have a clear cause that your audience can rally behind, they will become your most ardent supporters and will scream your brand from the rooftops!
"Society is increasingly looking to the private sector to react to larger social problems. The community’s expectations of your business have never been higher... Every business must demonstrate not just financial success but also how it contributes to society. No business, public or private, can reach its full potential unless it has a strong sense of purpose." — Lawrence Fink.
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The potential effect of your mission is more important than sales or branding. The true strength of a purpose-driven brand is in spreading the word about your cause.
How Influential Leaders Are? | What Is Their Role in Creating Purpose-Driven Brands?
To create a brand with purpose, companies need conscious leaders. A greater goal is not about monetary transactions. It conveys a more ambitious message. It explains how the leaders engaged in an organization make a difference, give them a feeling of purpose, and elicits their support.
Case Study
“Without empathy, nothing works.” That statement, by José Andrés, a famous chef who also established and manages the charity Globe Central Kitchen, exemplifies the organization's mission: to feed the world by becoming the first food responders in disaster zones. During the COVID-19 crisis, he immediately organized field kitchens to serve fresh and nutritious meals to people in need in disaster-stricken areas across the globe.
Andrés serves as a model of purpose-driven leadership for chief marketing and sales officers (CMSOs) and growth executives.
The global economic realities affect every part of our lives, from how we work and communicate to how and what we purchase. A new reality has placed growth officers and CMSOs on the front lines of changing consumer behaviours and company outlooks. To go ahead, leaders must focus on what matters most while executing numerous projects effectively. This implies they must first lead with purpose by caring for their employees, customers, and communities. They must simultaneously manage the present, prepare for recovery, and lead in the future normal.
The Argonauts Role in Leadership and Company Development
The Argonauts were founded to create a space to co-create and share knowledge and experience for leaders to make a positive impact and solve the complex problems faced in the digital age on a vulnerable planet. The term Argonauts is taken from a Hellenistic tale that goes back over two thousand years. It tells the legendary story of Jason and his band of Greek warriors setting off on the Argo to recover the Golden Fleece. We like to compare Jason's experience on Argo to our people's leadership development journey today. This is due to the plethora of difficulties our leaders confront today, both professionally and personally, which are akin to navigating through a raging sea-storm.
Members are nourished at their heart by genuine, non-judgmental, human interactions in their Trust Circles, both online and offline. Physical interactions in locations of beauty and wonder throughout the globe supplement virtual encounters. Furthermore, the community offers its members a comprehensive toolkit of tests and exercises, thought-provoking material, and hands-on techniques for disruptive but positive transformation in their lives and companies.
The Argonauts community's facilitators professionally lead Trust Circle conversations with selected material. These initiatives have resulted in new experiences and connections that go beyond the learning limitations of traditional leadership training approaches.
They go far beyond the social scripts of transactional interactions, encouraging transformational thinking and the development of muscles for discovering genuine versions of ourselves. Trust Circle discussions break through the noise and reach harmonics of who we are at our human core in an era when introspection is uncommon, and information overload is the norm. Leaders attain lucidity, as Dr Dirk de Sousa, a German-Swiss psychologist and Argonauts thought leader, refers to this state of awareness, which anybody can learn.
Conclusion
So, there you have it. Everything you need to know about a purpose-driven brand, from what it even is, to why it's essential, the purpose of this.
Have a purposeful journey!
Being
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