The rise and capillarity of the concept of purpose inprofessioncorporate was meteoric. What was once a process of searching for a unique and authentic identity for brands has become a strategic imperative capable of guiding decisions, connect with the audience and build strong and lasting brands. However, the popularity of the term "purpose" brought with it a side effect: its trivialization
On a corner of Faria Lima, on a sidewalk in Vila Olímpia, in a café on Berrini or Paulista, today, it is possible to hear the word "purpose" resonating as the mantra of the moment in the corporate world, contextualized or decontextualized. And not only: in a church in the countryside, usstoriesof an influencer or in the commercial rooms of acoach, purpose seems to be the "latest narrative trend" for composing sermons, lifestyle ostentations and mentoring for entrepreneurs
But let's return to the corporate world, what is it that interests us here
In your book "The Brand Beyond Purpose“, Renato Figueiredo warns us about the dangers of fixation on a single strategic point, like the purpose, putting aside many other fundamental elements of brand building and developmentbranding). As the author states, brands stray from generating results by staring fixedly at a single point
This desperate search to see a purpose in everything, often disconnected from reality and the company's values, has led to a scenario where the discourse on purpose overrides actions. The authenticity, that was once a fundamental pillar, gives way to a hollow and standardized speech, in which all companies seem to say the same thing: theCtrl-C, Ctrl+Vof brand narratives. Perhaps this made the Global CEO of Unilever, Hein Schumacher, make that polarizing statement in which he said that "we must stop forcing purpose into brands". For some, it simply will not be relevant. And that is fine
The purpose is dead. Long live the Purpose
Figueiredo proposes a more holistic approach, based on three pillars: REI – Reputation, Style and Idea. According to him, only from a less pretentious stance can brands achieve more significant results for business, for the people and for the world we all depend on. The delirium of some brands regarding their "бренд purposestarts to sound ridiculous.
It is important not to underestimate the consumer, understanding that he knows that, despite all the background, what we really want is to sell more. More importantly, it is to know – and reflect this notion in the narrativebrand storyline) – that a brand is not going to save the world, but it can transform some realities; it won't solve someone's life, but it can update behaviors; will not convince immediately, but it can provoke new points of view; not going
For the brands, we know: the loss of authenticity can result in a decrease in credibility, difficulty in connecting with the audience and, consequently, in lower consumer engagement and loyalty. For them, inclusive, the saturation of discourse about purpose can generate distrust and skepticism, making them even more discerning regarding market brands.
One way to escape this trap is to also look at theReputationof the brand, what is something built over a journey. In this evening, consistency!in communication actions and, clear, quality in product and service deliveries is key; it is the audience's experience with the brand and its products that shapes perception, raw material of reputation.
Another important pillar is the stewardship regarding theStyle, what is the visual and communicational expression of the brand, what differentiates it from competitors and makes it memorableбренд recall). For that, the excellence of execution in visual identity, in the language, no tom of the messages and in the experience is essential.
All this without forgetting theIdea, what is the youngest daughter of the Brand Purpose: it is through the idea that the brand's reason for being manifests itself, is communicated and comes to life. She can be the materialization of a value, a promise or an aspiration. As we know: it is because of the idea, many times, that the consumer chooses one brand over another
As an illustration, imagine a sustainable clothing brand… your purpose can be "to reduce the environmental impact of the fashion industry". The idea of the brand, in turn, can be "conscious and timeless fashion", that values quality and durability. The idea goes beyond the purpose, defining the brand's visual identity, the language used, the materials used and the final experience of the customer who will relate to all of this
The true strength of a brand does not lie in blindly following the narrative trends of the moment, but in knowing when it is necessary to challenge thestatus quo. Purpose, when authentic, is powerful, but it is only a true differentiator when combined with concern for reputation, to stylistic refinement and a clear idea, tangible, with possible touches of genius.
If Generation Z is the generation of apathy – having been GenY the one of anxiety – and begins to enter consumer society with more pragmatic views and a lifestyle, the market needs, значить, of brands that are less tied to thebuzzwordsand more to the practice of generating real value for its consumers and for the world
