Creating A Purpose-Driven And Resilient Brand

Purpose is the very reason why any brand or company exists. It is the underlying essence that makes a brand relevant and necessary to its customers. There is no two ways about purpose being at the core of any brand’s vision and business decision, especially in a fast-paced world like today. While it primarily strives to make a difference to the society, it also helps consumers know what they stand for through purpose-driven brand actions.

As unprecedented as 2020, it was an equally great time to watch brands living up to their purpose, showing resilience & agility and occupying a meaningful place in their customers’ minds & catapulting their growth. Brand’s effort towards transparency, creating connections and remaining relevant to the time, helped them stand out during this testing time.

Asserting how 2020 was a great time to relook at brand's communication with consumers, adapting to the changing realities and taking note of the emerging trends, Esha Nagar, Managing Director, Nepa India says, “There is an apparent shift in consumer and brand narrative. On the consumer side, we are witnessing a priority shift, where there is an increased inclination towards content, rise of ‘super me’ and breaking of norms.

On the brand side, it has become even more crucial for them to understand & adapt to the changing consumer sentiments, behaviors, purchase cycle, etc.”

For a brand that has been in the business for over 75 years, doing good and purpose-led business has been key to IKEA’s operations. Amitabh Pande, Marketing Head, IKEA India shares how the Sweden-rooted brand endeavours to “create a better everyday for many people” and how this has been core to its vision and mission. “For us, purpose is commercial, in terms of understanding what the consumer needs. On the employee side, we have assured a gender-balanced team. And on our supply side, we believe in building sustainable and environment-friendly products. So, overall, IKEA religiously follows its purpose, both internally and externally.” 

Dell technologies, on the other hand, has been a relatively younger brand but working on its brand purpose, ever since its inception. On defining the brand purpose, Ritu Gupta, Country Marketing Director, Dell Technologies, India expresses, “Our DNA is built on providing ‘easy access to technology’, where this technology serves the human purpose. For us, purpose is who we are and not just what we create.”

She goes on to add, “While consumers were using technology before Covid, the pandemic has sure given impetus to this growth. Hence, it becomes even more important for marketers to tie back their initiatives with the bigger brand purpose.”

But how do we select the right purpose for the brand? How does it eventually build brand equity?

Pankaj Sharma, Director, Consumer Products Division, L'Oréal India believes that strength of a brand is based more on purpose today. While it was important before too, this crisis has accentuated the need to have a sharper purpose. “Owing to the pandemic and shift towards digitisation, this combination has made open a dialogue, enabling a meaningful talk with consumers. 

Marketers must aim at finding a purpose that goes goes well with the brand equity and these commitments must be open and transparent. When a purpose is more meaningful, it allows maximum consumers to participate. The big goal of marketers must go beyond completing their marketing mandates, where intervention of purpose is at every step.”

Pitching-in a fairly young brand is Under Armour that launched in India in 2019. Its Head of Marketing, Siddharth Pal, states how Covid made the brand realise the need to follow a bigger purpose. “‘Building a better you’ comes inherent to the sports genre. For us, this purpose decides whatever we do now. We are helping athletes and common people perform better and follow a healthy routine. Our aim is to bring out the best in sports in every city. Hence, fulfilling our purpose”

Echoing how purpose is often acquired, Manoj Agarwal, Co-Founder, Chief Product & Operating Officer, Xoxoday points, “We are not a purpose-first company but purpose-acquired. I believe in establishing ourself first and then helping others. In the initial phase of our business, it took us time to navigate what we do. Now that we have clarity in that sense, we have a clearer layout of our purpose and how we can impact others."

While most of us are busy in finding ‘what’ and ‘how, marketers must not forget the ‘why’, believe experts.

This discussion took place at 'The Pitch CMO Summit 2021',  organised by the exchange4media Group and was chaired by Rathi Gangappa, CEO, Starcom India.