I have been applying purpose to my daily work with my clients for some time. And how it happens on a personal level when you start to define it, is something that never stops evolving. The more you know and put it into practice, the more details you discover. Defining purpose is a process . We start by including strategic elements related to the business. Next we take a next step and verbalize it from a point of view above the company. But we usually don’t take the next step: defining it as something so big that it is beyond the limits of common sense. We are afraid to take the step and be ambitious in our aspirations to change the lives of our clients.
Phases of defining the brand purpose in a company
Given this context we see companies that are in different stages of defining their purpose and its application to reality: Purpose category email list as image washing : companies that join a trend widely accepted by society to add attributes to their brand, but that generally remain in actions for the gallery. We have a good example with sustainability. Some companies are making great efforts, but there are others that remain mere words. Purpose as a commercial objective: in this second stage we have companies that see purpose as a way to achieve greater income by trying to convert into purpose what is really part of their mission and vision as a company. Purpose oriented towards society,
Example of a company that obtains economic benefits by applying brand purpose
I recently read an article on the Buffer blog about iFoodgroup Restaurants, which inspired me to write this article. It is a restaurant chain in Washington DC focused on immigrants in the United States (a country in which immigration is its basis and at the same time a problem ). They BQB Directory describe their social cause as follows: “Celebrating the vibrancy of what immigration has already brought to our country while also positively impacting today’s immigrants”. On their website you can see how they argue and put this cause into practice. It is an example of a high purpose (trying to solve the problems of immigration and immigrants in the United States), with a practical application that also gives them benefits.
