A successful purpose-driven positioning builds on a systematic purpose development (link “Purpose development”). In order to use it successfully, it needs to be ensured that purpose is authentic and deeply ingrained in what your company actually does. It should answer the questions: What positive impact do we want to have in the world? Why does our work matter? To achieve this, it is crucial to align with the strategy – that is integrating your purpose into all major business decisions, product & service development as well as customer engagement strategies.
To activate purpose in communication, you need to decide what role purpose is supposed to play in relation to the corporate brand. In some cases, purpose may serve as the positioning core of the corporate brand. In other cases, purpose is serving as one key value dimension in the corporate brand model, leaving room for a more differentiating and customer-focused core positioning. In a third category, there are companies who keep purpose separate from the positioning and use it more tactically and internally focused. Depending on the industry and ambition level, there are good reasons for each of these approaches. To activate a purpose-led positioning, the messaging needs to be delivered consistently to employees, customers, investors and the public. You also need to show actionable commitment through initiatives that make a difference as well as related internal & external purpose-led campaigns. From a brand management perspective, there are many areas touched by purpose, such as modifications of the corporate brand (think of “BMW i”), the creation of program brands or purpose-led brand families, the re-branding or entirely new creation of purpose-led offerings or – as the most extreme option – the re-naming and re-branding of entire organizations (think of the Danish energy company Orsted). At the same time, purpose & sustainability related claims need to be counter balanced with there current level of Purpose Readiness™ as well as the latest green claim related regulation by the European Union to avoid greenwashing risks.