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Developing a purposeful brand

by uma
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By Ryan Burman, Brand Imagineer at Pentagon Play. 

Mission defined a purposeful brand as “a brand that defines purpose as something greater”; having a purpose that contributes or impacts society in a positive way. 

Knowing where to start is the most difficult point of the process.

We’ve created this quick-start top tip guide for developing a purposeful brand, so you know what to keep in mind when building your own brand with a greater sense of purpose. 

Understanding your brand…

Do you have a clear picture of what you want your brand to achieve? Do you know what defines you as a purposeful brand?

If you don’t understand how your vision and values align with the products you sell, then your customer won’t either. 

  • Define your project aims. 

Clearly define what you want to achieve, prior to beginning. Whether you are beginning from scratch or expanding and growing your brand, it is key to understand what you want to achieve. 

Having clear goals for the project will allow you to move forward through your branding process with clarity, keeping the tasks focused and giving you a critical lens through which you can look at your work. 

How will what you do have a great impact on your defined sector?

  • Analyse your style against your competitors.

How do your values stand up against your competitors? 

The accessibility of the internet today means that it is essential that your brand clearly identifies and evokes your unique selling points, however, purposeful brands are usually favoured for their contribution. 

Identify what your competitors brand image tells you about them. Visit their website and note down the key words that come to mind when you’re looking at their materials and resources. Can you identify their purpose?

Then identify the key mission that you would want your customers to identify when looking at your own material. 

With this in mind, you can review all of your work, whilst keeping your key words at the forefront of your mind. If your brand doesn’t evoke these words and thoughts, you’re probably not maintaining a consistent brand in line with your initial vision and greater purpose. 

  • Map the market and plot your position. 

Where do you fit against your competitors? It is essential to understand where you fit into the market, in order to develop a brand image that resonates with your customers. 

Perhaps you’re an eco-friendlier or a sustainable brand compared to your competitors- your brand image and messaging should convey and emphasise this. 

Working out where you stand in the market will highlight the key things you need to remember when building your brand up. 

  • Define what your project stands for.

Can you answer these 10 key questions? Define clear and understandable answers to these questions and refer back to them regularly. Is your developing brand still fitting to these answers?

  1. What does my project do? 
  2. How does my project do it? 
  3. What is my project main purpose? 
  4. Who is my project for? 
  5. Why is my project here? 
  6. How would I describe my project’s personality? 
  7. What tone of voice does my project have? 
  8. What do I (and my project) value most? 
  9. What makes my project different? 
  10. Which brands do I admire, and why? 

 

Understanding your brand to this extent gives you clear parameters within which to work and keep your content focused. 

  • Brainstorm your brand message 

Get everything you want your brand to be out of your head and down onto paper. 

This helps to ensure that you and your team all have a shared vision of what the brand wants to achieve overall. 

Sharing a collective vision with your team will ensure that as you build your brand, there is consistency, clarity, and confidence. 

This feels reassuring and reliable for your customers.

  • Research your audience 

Do you understand the people you’re targeting? 

If not, then you won’t be able to tailor your brand messaging to meet their needs and requirements. 

How will your brand help them? How will your purpose benefit them? For your purpose to be a driving factor in their brand recognition and choice, it must be a purpose that is impactful to them in some way. 

Visual and Verbal Branding

For brand consistency, you will develop a house style used across all of these platforms. This covers both verbal and visual style. Both of these aspects will help to reinforce your purpose. 

Verbal Style

Your writing style must also be consistent for your brand. You can develop your own style, selecting language and vocabulary that fits the brand persona you want to create. 

Your audience should be able to understand what you’re saying simply and easily. If they can’t, then they won’t relate to your brand. 

Your verbal style doesn’t have to include references to your greater purpose in everything you right, but for example, if your brand aids the education of young people in deprived communities, you wouldn’t write in slang, nor would you write extremely formally making it difficult for people to understand. 

Visual Style

This is crucial. Many customers will form their opinion on your brand, based on how it looks. 

Visual Style includes logos, banners, fonts, and colour palettes. 

For many, this could be the first impression that they get of your brand, and it could be enough to sway their opinion. This should also be in line with your brand purpose, rather than contradictory. 

Your brand imagery and visual appearance should be aligned with your products and your target audience to ensure you are grabbing their attention and driving customers towards sales from the off. 

Developing a purposeful brand feel challenging and keeping messaging consistent, clear and working alongside your vision is key. 

Giving your brand a clear purpose can be instrumental in driving sales, so ensuring that purpose is the primary influence in every step of brand development and creation will ultimately be the strength of your brand. 

Follow these top tips and develop a purposeful brand in no time. 

 

 

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