Purpose
Purpose creates the brand image using ‘brand philosophy’ (Author, W.D, 2022) to create positive outlooks from the customer perspective. They do this by using brand values stated within the mission and vison. This makes the brand distinguish themselves int the customer perspective by having brands influence help the planet and people while still creating a profit.
The brands philosophy creates the company’s culture made-up of everything they do to be seen within a certain way by the customer. (Heramis, 2020) It is their ‘way of doing things’ that will create this since of belief in the company. Everything a brand does including the mission statement and the values of the company can change the outlook of a customer’s perspective. Therefore, the philosophy of the brand it is not made-up of just one thing but many.
The mission of a company is usually their objectives that make up the purpose of the company. This can be broad and might state their diversity and sustainability objectives. The company will have a mission statement on their website, which shows what the business does and the impact they make. (Aboulhosn, 2020)
The vision of a company is what they plan for the future. This can show what a brand is trying to be and do for the planet and the people such as customers and employees.
Value of a company is not just what it is worth financially but how often a customer chooses them over a competitor. (Wilkinson, 2021)
Proposition of a company is the statements they make to the customers to engage their target audience. This lays out the benefits of the brand and shows how clear and complete statements create concrete values.
The mission, vision, value, and proposition are important to the brand as it creates the fundamentals of the purpose and what they do to increase customer satisfaction and the work values of the employees. This means that the brand can create customer trust once they reach their target goals proving that they can act on their statements.
A company will market their purpose and values on platforms like social media where ‘Generation Z spend 10.6 hours engaging with online content’ (Arise, 2022). This gives them an opportunity to engage with their target audience. Gen-Z is known for cancelling celebrities and brands that don’t meet their values, this includes diversity and sustainability. This is due to this generation growing up with rapid social change and technological change. Brands are now having to state their values and act on them in all order to keep this generations trust and therefor custom. They do this through marketing on social media or celebrity endorsements who align with their values.
reference list:
■Author, W.D. (2022) Elements of branding philosophy: Brand strategy, Workspace Digital. Available at: https://workspace.digital/elements-of-branding-philosophy/ (Accessed: October 30, 2022).
■shela-heramis (2020). What Is Brand Philosophy? [+How To Find Yours]. [online] Brand Master Academy. Available at: https://brandmasteracademy.com/brand-philosophy/.
■Aboulhosn, S. (2020). What is a brand mission and how to define it. [online] Sprout Social. Available at: https://sproutsocial.com/insights/brand-mission/.
■Wilkinson, M. (2021). 6 Experts Discuss the Importance of Brand Value. [online] latana.com. Available at: https://latana.com/post/brand-value-worth/.Arise. (2022). Generation Z spend 10.6 hours a day engaging with online content every day. [online] Available at: https://wearearise.com/generation-z-spend-10-6-hours-a-day-engaging-with-online-content-every-day