Brand managers today face a very competitive and complex market. Faced with the saturation of most categories, others emerge seeking to satisfy or even create new needs. On the other hand, the price wars fueled during the crisis have shown that going this way is very dangerous. As a consequence, there is often a tendency to focus resources on achieving market penetration: greater investments in communication and distribution. Unfortunately forgetting to invest in a brand, or what is the same, to get a different and relevant brand.

We know well that people choose Jamaica WhatsApp Number List  those brands with which they feel identified, that it does not have to coincide with those that they try to sell us insistently. And at a time where the dissimilarity between products is less and less, the difference is achieved with the purpose of branding. Any brand has a promise. But only the purpose can really separate one brand from another.

It’s not about what you sell. It’s about what you are for. It is not about being. It is about signifying.

Articulating a brand purpose goes well beyond creating an inspirational quote. It’s something that contributes both on the inside – helping employees and shareholders understand why – and on the outside – helping customers understand what the brand is for. It is something that goes beyond the functional benefits and reaches emotional and social benefits.

It is about finding the deepest expression of the brand, its very essence and transporting it to its link with society, both for social and financial value and with respect to the environment. People see brands as part of their daily reality, and as such they must be close to that reality in every way. Without a doubt, brands today must be measured by their social value.

Brands such as Tom Shoes have demonstrated the power of putting a social cause in front of an entire project. Under its “one for one” purpose for every pair of espadrilles purchased, Toms provides another for those who really need them. Even transcending the footwear itself to the glasses or other vital needs of the most disadvantaged. Ikea, which describes its purpose around “building a better day in people’s lives,” has developed a culture based on social responsibility that is an integral part of the business itself.

Nike places us all as athletes, which in itself is already inspirational. His commitment to innovation runs throughout his business, with ideas like Nike + or initiatives like Nike GreenXchange. Johnson & Johnson says it “cares about the world, person to person.” A perfect combination between the most global and the individual.

Social branding may not be new, but it is taking on increasing relevance in an era where customers and employees expect much more from a brand. Companies must evolve. Those who look at their brand and wonder not only what its promise is, but also what its purpose is and are also capable of fulfilling it, will be the winners of this match. It is the triumph of dialogue between brands and people.

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