Brand Purpose Strategy - How to make your brand more human

With so much choice, that human value will separate your brand from the competition.
Instilling it in your brand's DNA will help your audience and staff express their ideal selves. It also creates a sense of trust and familiarity, which is the foundation of any relationship.
Here are 5 iconic brands that express their humanity…
Eliciting Joy
Disney | “The Happiest Place on Earth”
A brand that transcends generations. Can you think of a brand that creates such pure happiness, wonder and joy as Disney?
Enabling Connection
Harley Davidson | “Screw it, let’s ride”
Building communities since the 80’s, the brand created the Harley Owners group. The home for loyal fans the world over to connect, ride and rally. For some, the brand is so part of their DNA, they have tattooed the logo on their body…
Inspiring Exploration
The North Face | “Never Stop Exploring”
As The North Face put it, “Exploration is our oxygen”. Since 1966, the brand has pushed the limits of human potential and laid the path for discovery. The brand also created 'The Exploration Fund'. The aim? To conserve, encourage diversity and removed barriers to outdoor learning or creation.
Evoking Pride
Fenty Beauty | “Beauty for all”
Created in 2017 by Rihanna, Fenty beauty is about creative self-expression and celebrating the power of unique beauty... Regardless of gender or ethnicity. The brand is so inclusive; they have 50 shades foundation and concealer across all skin types. In their first month, the brand completely changed the beauty landscape. Sales were valued at $72m and the UK the line became Harvey Nichol's biggest beauty launch ever. Today Fenty is worth $2.8 billion.
Impacting Society
Toms Shoes | “Buy a Pair, Give a Pair”
For the LA-based shoe brand, every purchase has a purpose. Using a simple one-for-one model, Toms has donated over 95 million shoes to children in need. The brand also release a yearly report. Showing their impact across its three P’s; Purpose, planet and people.
#brandpurpose #brandstrategy #branding #marketingtips #brandingtips
Jump to parts of this video
[0:00:00] - Introduction
[0:00:51] - Eliciting Joy
[0:01:32] - Enabling Connection
[0:02:48] - Inspiring Exploration
[0:03:42] - Evoking Pride
[0:04:33] - Impacting Society
[0:05:49] - FREE health check Report
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BRAND DEVELOPMENT RESOURCES
*How strong is your brand?* take our brand assessment and find out - bit.ly/2VksUSj
*Unified Brand Podcast* - Interviews and insights into growing your brand - spoti.fi/3sdg5nq
*Brand building course* - Learn how to build a magnetic brand that stands out from the competition
and grows your business - bit.ly/2Zw5dos

[@sophiemoconnell]

Really valuable information, thank you! I especially loved how you mention that a brand’s purpose doesn't have to be grand and on a wide scale. Small causes can have a huge impact on individuals when done right.