Finding a brand’s focus: filling the ‘purpose void’ in the corporate world

The FutureBrand Index 2023 has shone a light on the ‘purpose void’, with organisations failing to practise what they preach.

It’s a theme we’ve seen arise at various points over the ten-year history of the study, and a gap we’re committed to closing, as we work to build brands that are created with purpose, but ultimately defined by experience.

The fact that this tension continues to arise should give us pause to reflect on exactly what might be going awry. Of course, it’s not as simple as to suggest there’s one underlying issue. Far from it.

For example, we know that doing the basics well can be hard, and also that transition points often present friction. But there’s something else that’s at play, and that’s got to do with focus. Or perhaps, the lack thereof.

In a world of abundance, there’s never been more we could do. More we could say.

While I don’t necessarily subscribe to the idea that words are cheap, it would seem that much of this ‘purpose void’ has been created by brands overpromising and underdelivering — a dynamic only amplified in an environment where cynicism is climbing as trust and truth are being eroded. Just because you can say something, it doesn’t mean you should. Because when you try to say everything, you often end up not being able to realise anything. And if this year’s study is anything to go by, increasingly savvy consumers can sense the disconnect between purpose and experience.

Focus can be hard. It requires us to block out the noise and make choices. But when done well, it gives us a better chance of avoiding the ‘purpose void’. By saying things that are meaningful and credible — not just for the sake of it, or simply to mimic the competition — and following them through with actions that make an essential impact on everyday lives.

It’s exactly this ability to shine as beacons of purpose-based action that’s seen tech rivals Apple and Samsung form the backbone of our index’s Top Five, alongside EV battery innovator CATL and renewable energy provider NextEra Energy.

So how do we create the right environment to build a brand that maintains focus? Here are three simple ways to keep on track:

Unlock your heart, connect with others

Only once you understand yourself can you truly begin to understand others. Prioritise spending time looking inwards first to unlock what sits at the heart of your brand. Is there anything that can be learned from where you’ve come? What do you stand for? How do you see the world? How are you uniquely positioned to meet your customers’ needs?

All these questions and more, will reveal answers that paint a clearer picture of exactly what your brand is (and is not). This can then be used as a filter for decision making so every choice you make, every word you use, authentically aligns with your brand and resonates with your customers.

Show up with consistency

Focus falls to the wayside when brands get distracted by the world around. But in fear of fading into irrelevance, the most important thing of all gets left behind — the true essence of the brand. This is where focus is critical. It’s not about being boring, and shouldn’t be thought of as having a staid, one-dimensional brand.

Quite the opposite.

Showing up with consistency, time and again, helps create a more distinctive brand. Forget about brands that ‘wear out’, the ones with the strongest perceptions ‘wear in’ and their ability to deliver a consistent experience for customers has been one of the driving forces that’s seen consumer brands, for example, make an impressive comeback in this year’s FutureBrand Index.

Trends come and go, what’s in vogue one day is old news the next. You don’t want to hitch your brand so closely to the whims of changing fads, only to find yourself out of favour whenever the wind changes. Instead, move with the times in ways that are true to your brand, but don’t let the times be the only thing that forces you to move.

Keep everyone working together

There’s no point maintaining focus if it’s only the remit of a select few. Brands have lives that reach far beyond the marketing department, so it’s essential to take an enterprise-wide approach when thinking about the people who’ll be speaking, and acting, on your brand’s behalf.

Does everyone truly understand your purpose and their role in bringing it to life across the entire experience ecosystem?

From products and services to relationships and events, your purpose should be felt in every one of your brand’s expressions and actions. If everyone understands and buys into the focus of your brand — a clearly distilled and defined brand strategy can help here — then the power of the collective will keep you all moving ahead in the same direction.

Purpose isn’t going anywhere. It has a powerful role to play in shaping how brands turn up in our everyday lives.

However, the ‘purpose void’ has clearly wrapped words around the growing gap between what we say and what we do. Now’s the time to bring the two together. Finding focus is a first step towards doing so in giving brands the confidence they need to escape the void for good.

This article was first published by Mumbrella on 29 September 2023