There are a lot of companies out there that are marketing their businesses and products without a clear intention or purpose. These companies have a strict monetary bottomline and don’t think about who they could be hurting in the process. The truth is, the only people that are going to be hurt by this, is the company itself. We’ve learned the hard way that marketing is not about convincing people into purchasing a certain product or in buying to their brand. Along the journey we’ve learned that when we’re willing to take the time to learn about potential customers and provide them with something of value, then they will be willing to purchase products, services, or join the brand’s community. This is not to say that we should not look at how to market with a purpose and intention, but let’s go beyond, grow, and build. Before diving into a broader brand examination, start by asking yourself some simple questions to start:
How do you want to be remembered?What do you want your company to say about you?What is your purpose?
We all know the story of Steve Jobs and how he took a dying Apple computer company and turned it into one of the most popular and successful computer companies in the world. He did this by following one simple rule: “Make products that you would use yourself.” He had a purpose of creating products that had a passion for the future. As a result of his purpose, he made a lot of money and became the wealthiest man in the world. But how do we use this information? We look at it as a success story around creating a product or service that we can be proud of and that is beneficial for the customer experience. There is no better way to market than to have a purpose, a defined mission. If you do not have a well-defined purpose, you will have a hard time creating a marketing plan that is well thought out and profitable. By prioritizing a marketing strategy makes you proud to bring the product or service to the public, and is ethical, you will ultimately create long-term success for your business. Marketing with a purpose and intention will attract customers that are more likely to be customers for life and are more likely to recommend you to their friends and family.
We all want to be successful, but we all want to succeed in a way that will not cause us to lose our integrity and trust in the consumer and community. We want to succeed in a way that we can be proud of. You have to know what your intention is before you can create a purpose or shift your messaging and strategy. When trying to align yourself or brand with a more intentional mission try looking at some basic principles.
What is your intention?What are you committed to?What is your passion?
How Do You Market with a Purpose?
Marketing with a purpose and intention is not about tricking people or manipulating the customer into purchasing our product or service. It is about marketing in a way that will help you to build trust and credibility with your potential customers and existing long term community. That starts with looking beyond your high level or short term goals and looking at how your idea of success can coincide with your digital strategy and community’s needs and future. Have you asked yourself these questions?
What does your ideal community look like?Why are you selling your product or service?Why did you create your brand or company?What can your brand offer beyond the obvious?What can you do now to achieve your future goals and objectives?Where can your community make your product or service better?What is your ‘secret sauce’?
Starting Your Mission Drive Journey
Once you’ve evaluated your goals and answered the above questions, it’s time to let your actions speak your intention. You might not be able to do it all at once and make big and bold transitions, but you can definitely start somewhere. Defining what promises you want to make to your company and your customers is a good starting point. From there you work on achievable and actionable goals that help you meet these pledges. In our approach we’ve prioritized sustainability, community difference, and working with and supporting mission aligned individuals and brands. We believe this will lead us, our partners, and our society towards a more joyful existence in this all too uncertain digital future. Learn more about how we put intention and mindfulness into our mission-driven strategy in our Triple Bottom Line blog or our Mindful Marketing Manifesto. It’s a start, but all part of the journey…