The Future of Profits is Brand Purpose

Written by Alex Valderrama, Founder and Principal of Cranium Agency

This article was originally written for the World CSR Congress 6th edition.

There is an uncanny ability for most consumers to quickly read into a company brand and decide whether the product or service is right for them. Most brands have a predefined purpose and most brands do a terrible job communicating that purpose to their prospective customers.

Communicating the purpose of a brand is the pinnacle of how one might decide if the product or service offering is right for them or not. The brand’s purpose is directly connected to the consumer’s needs. A simple question every brand should ask and answer is “What is the purpose of my brand?”. The answer usually is derived from delving into many other aspects of the brand, it is most often the conclusion of a brand research initiative. It should be straightforward, unique and specific. An example might be “To provide the world with a unique refreshing drink – Coca-Cola”, “To design and produce a vehicle that is very safe to drive – Volvo”, “To change the way people interact with technology for a better life experience – Apple.” These conclusions may seem obvious, although very often it is a very difficult conclusion for many businesses to answer.

Understanding the purpose of your brand will make a major impact on your overall profit. Every day, we are given many opportunities to engage with various brands and we make decisions as to whether we want to use these brands. Using a strong brand strategy and clearly communicating your brands’ purpose, your customers will connect and engage with your brand. Your customers will better understand how your brand can help them, therefore building trust and loyalty. The most successful brands understand the importance of clearly defining their brands’ purpose and communicating it in a unique and simple way.  Your prospective customers will most likely choose a brand over the others based on how clear the brand communicates its purpose, therefore provide a unique brand experience and the opportunity helps them achieve their needs.

In conclusion, never underestimate the power of a clear written out brand purpose and how it affects all other brand communication elements such as positioning, differentiation, and most importantly your bottom line.


About Alex Valderrama

Alex Valderrama
Alex Valderrama is one of the nation’s top Brand Strategists, Award-winning Designer, Author, and the Principal at Cranium. Through his unique experience working with several hundred clients, he has helped many brands lead in their industry with Business Growth, Brand Strategy and Customer Experience Design. Alex has worked with some of Nation’s most well-known brands such as Truven Health Analytics, Principal Financial, Citi Community Capital, Massey Ferguson, Microsoft, Wells Fargo, Gates Rubber, National CineMedia, and Fathom Events. In addition, he has also worked with small businesses such as Basil Doc’s Pizza, Spavia, Santa Claran Hotel, and Aldo Leopardi just to name a few. Alex gained his BFA at the International Academy of Design with emphasis in Visual Communications. He also achieved the honor of Summa cum laude. Alex has taught advanced branding and marketing courses at Arapahoe Community College and Metropolitan State University in Denver, Colorado. In the past, he has been the curriculum advisor to several universities as well as a mentor to both students and interns. Alex has served as a judge for several national branding and marketing competitions. He lectures regularly on branding and marketing throughout the design community and the business sector. Alex has also served as a marketing board member and independent branding advisor for several community development projects, non-profit organizations, business groups and marketing associations. Additionally, Alex has held several board positions with the local American Institute of Graphic Arts (AIGA) and Business Marketing Association (BMA) Chapters. Alex frequently writes about branding and his agency has received over 80 national and international awards from esteemed industry competitions such as Print Magazine, Graphics and American Corporate Identity. His work has also appeared in over 20 international publications such as: The Big Book of Logos 3; The Best of Business Card Design 5; Blue is Hot, Red is Cool; Direct Response Graphics Book; Rockport’s Letterhead; Logo Design 6 Source Book; and, Best of Brochure Design 5 just to name a few.

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