A purposeful brand experience is a marketing approach that brings closer branding and positive societal impact to drive better customer engagement.
This concept is built upon the idea that brands have the ability to give purpose and meaning to the act of consumption. Even more, they are instrumental in advancing solutions to the challenges of our century.
Through the design of purpose-driven strategies, business leaders can help improve the world while building profitable businesses at the same time.
Winning new customers may be a challenge, but engaging them on the longer run is a whole other process. Like most pro marketers, you certainly use data analytics and predictive models to uncover the hidden patterns in your customer’s behaviours.
While we all agree that qualitative data (CRM, advertising, transaction, demographic...) and their clever use remain a powerful attraction and prospect conversion tool, we believe that these only hit your short-term targets. Besides, you may have noticed that customers often act very differently than what was predicted in the data… Even Google declared the Marketing Funnel dead.
So, does that click really reveal what made your customers tick in the first place and stick to your brand?
We analysed some famous brands with a consistent and stable customer base and researched why their customers were so loyal over the time.
Was it for the product, service quality, marketing budget or simply absence of valuable alternative ? Yes… but there is more to that : the power of authentic values. More specifically the ability for a brand to design a superior customer experience which transfers emotional value to consumers in away that makes them feel involved, understood and purposeful.
It means that your brand must address what your customers value if you want to inspire them to act and care about you. Watch the world around you, people are struggling to give a meaning to their existence.
People are showing more and more advocacy for societal purposes. Time has come to adapt these in your marketing strategy.
Brand loyalty becomes a brand engagement when a customer feels part of something larger, with a purpose. By sharing values, customers and brands create a community which claims its place – its meaning – in the world.
An authentic purpose means standing for something that goes beyond what an organisation sells. Set a clear and tangible goal that people (consumers and employees) can value. Those of your target audience who share these aspirations will join you, willing to help you achieve this goal.
To face the challenges of the 21st century, each one of us has a role to play. So do brands. So do their customers. Now, imagine if all the marketing power of your brand was used to create meaningful value for our society as a whole.
Standing at the crossroads of branding, digital marketing, cognitive science, growth hacking and technology, purposeful brand experience is what unites the workers and the customers in a community. However, designing such a technique faces many obstacles relating to brand strategy alignment, dissonance and non-inclusion of customer’s greater aspirations.
No worry, because regardless of your industry and size, you are just one click away from fulfilling your needs and those of your clients.