Branding Can Define Your Purpose Beyond Profit

What makes you leap out of bed in the morning with a head full of ideas? What gives you a sense of achievement that makes you satisfied you made the right decision in going into business? How do you improve the lives of people in your community? Why do you do what you do?

Businesses don’t just exist to generate a profit. You know that. We know that. Prospective clients and customers know that. They’re not interested in parting with their hard-earned money just for fun. Instead, clients need to understand exactly what it is that you do (and why) so they know how you can help them solve problems. Customers need to know what it is that you sell (and why) so they know how you can improve their problems. Purpose is critical to success.

The “and why” bit is a very important question. When you’re putting your marketing strategy together, you’ll need to think about your story. Ask yourself the four questions we listed right at the top and note your answers. There are a few reasons we emphasize this so much:

Your back story sets you apart from your competitors.

Your motivation shows that you’re authentic and trustworthy.

Your “why” can drive sales to new heights.

Ready to find out how your purpose can grow your business? Talk to us.

Link between purpose and profit

America has a huge and wildly competitive small business landscape. According to the Small Business Administration, there are 30.7 million small business in the United States, which account for 99.9% of our country’s commercial landscape. These figures count small businesses as any company with 500 employees or less. What makes you different from everyone else?

The answer is simple: stories sell. People are innately emotional beings, which means they feel things in response to stories. This could be hope, excitement, empathy, respect, or many others. Marketing 101 is to use those stories to your advantage. That doesn’t have to mean selling yourself out and rehashing the same old story over and over again. Not at all! Instead, telling your story and talking about your purpose simply gives people an opportunity to get to know you. There’s nothing insincere or salesy about this; you’re simply sharing your values with others.

If prospective clients or customers feel an emotional connection with you, and they understand your “why,” they’re more likely to remember you. If they remember you, they’re more likely to research your products or services when they are in need. If they research your products or services, they’re more likely to convert. That’s why purpose and profit are so intrinsically linked.

Need a little help with your branding? Here’s how we can help.

Using purpose to unlock your brand

Some businesses find that their purpose is immediately clear. In that case, you can go ahead and start working on your branding statements (we’ll get to those in a minute).

Here are some great real-life examples from our clients:

Equipment Source, Inc. (ESI): ESI equipment is Built Arctic Tough. It’s an equipment manufacturer based in Fairbanks, Alaska, that got its start reconditioning heaters on North Slope drilling sites in 2000. Fast-forward 20 years, and it’s committed to designing and building equipment that fires up in any temperature to ensure crews working in extreme environments can get the job done, maximizing productivity and minimizing downtime. It works closely with its customers to ensure it’s creating exactly the right product to solve everyday problems they’re facing at work.

AK Beautiful You: AK Beautiful You is a medical spa based in Anchorage, Alaska. Formerly known as Plastic Surgeons of Alaska, the team is made up of dedicated professionals who are committed to helping each client achieve the best results possible. The company’s purpose is simple: it’s here to help each person who walks through the door to look as good as they feel. The goal is to empower each person with the confidence they need to live their best lives. The team believes that professional skin care isn’t noticeable, but beautiful.

Tri-Cities Functional Medicine: