Marketing Through Purpose: How to Build a Brand People Believe In
In today’s world, customers care about more than just products—they want to connect with brands that stand for something bigger. If your brand is aligned with a cause or values that people believe in, they’ll not only support you—they’ll trust you. This is what we call “marketing through purpose.” When your brand’s purpose matches the things your audience cares about, it creates a deeper connection that goes beyond buying and selling.
Here’s how you can build a brand that people truly believe in:
Table of Contents
1. Know What You Stand For
Your brand should stand for something that matters, whether it’s sustainability, equality, education, or community support. But it’s not enough to just pick a cause. The cause must feel real and genuine. If your brand cares about the environment, for example, show it through your actions. Don’t just put a green logo on your products—actually reduce waste, use sustainable materials, or donate to environmental charities. When people see that you’re consistent with your values, they’ll start to trust you more.
Example:
Patagonia, the outdoor clothing brand, is a great example of purpose-driven marketing. They’re known for their commitment to the environment. They don’t just sell eco-friendly products; they also encourage customers to repair their clothes instead of buying new ones, and they donate a percentage of their profits to environmental causes.
2. Be Transparent and Authentic
People value honesty. If you’re aligning your brand with a cause, be transparent about your efforts. Share stories about why the cause matters to you and what you’re doing to support it. Avoid making it look like you’re just jumping on a trend to sell more products. Customers can easily spot fake efforts, and that can hurt your brand more than it helps.
Example:
Ben & Jerry’s, the ice cream brand, is well-known for supporting social justice issues, like racial equality and climate change. They’ve been open about their beliefs, and their customers respect them for staying true to their values, even if it means taking risks.
3. Engage Your Audience in the Cause
People want to feel like they’re part of something meaningful. Involve your customers in your cause—make them feel like they’re making a difference by supporting your brand. You can do this by organizing events, offering incentives for donations, or creating campaigns where customers can directly contribute to the cause.
Example:
TOMS Shoes built its brand around the idea of giving. For every pair of shoes a customer buys, TOMS gives away a pair to a child in need. Customers love knowing that their purchase is helping someone else, and this has helped TOMS become a well-loved, purpose-driven brand.
4. Build Community Around Your Values
A purpose-driven brand doesn’t just sell products; it creates a community of like-minded people. Your brand becomes a place where people who share your values can come together. This can be done through social media, events, or even online forums. When your audience feels like they belong, they become loyal supporters who will help spread the word about your brand.
Example:
Nike is another example of a brand that has built a community around a cause. Their “Just Do It” campaign and partnerships with athletes who advocate for social change have turned Nike into a symbol of empowerment. People don’t just buy Nike shoes—they wear them because they want to be part of a movement.
5. Support Causes Beyond Your Product
Don’t just limit your brand’s purpose to what you sell. Support other causes that matter to your audience. Sponsor charity events, volunteer as a team, or donate to causes that align with your values. When people see that your brand cares about more than just making money, they’ll feel more connected and willing to support you.
Example:
The Body Shop has long been a brand that stands for social change. They support fair trade, fight against animal testing, and advocate for human rights. Their customers know that buying their products means supporting these causes.
Why Does It Matter?
When you align your brand with a purpose, you’re doing more than just selling something—you’re making a difference in people’s lives. Customers who believe in your cause will support you, share your message, and even become your biggest advocates. In a crowded marketplace, purpose-driven brands stand out because they offer something more than just a product—they offer values that resonate with their audience.
By choosing a cause that fits your brand and staying true to it, you create a strong, lasting connection with your audience. And in today’s world, that’s what turns a one-time customer into a loyal fan.
So, ask yourself: What do you believe in? What does your brand stand for? Once you know that, it’s time to start marketing through purpose.
