The rise and capillarity of the concept of purpose injobCorporate 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, connecting with the audience, and building 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, at a café in Berrini or Paulista, today, it is possible to hear the word "purpose" resonating as the corporate world's current mantra, whether in context or out of context. And not only: in a church in the countryside, in usstoriesof an influencer or in the commercial rooms of acoach, purpose seems to be the “latest narrative cry” for composing sermons, lifestyle displays and mentoring for entrepreneurs.
But let’s get back to the corporate world, which is what interests us here…
In his book “The Brand Beyond Purpose“, Renato Figueiredo warns us about the dangers of fixating on a single strategic point, such as purpose, leaving aside so many other fundamental elements of brand construction and development (branding). As the author states, brands deviate from generating results when they fixate on a single point.
This desperate search to find a purpose in everything, often disconnected from reality and the company's values, has led to a scenario where the discourse about purpose outweighs the actions. Authenticity, which was once a fundamental pillar, gives way to an empty and standardized discourse, in which all companies seem to say the same thing: theCtrl-C, Ctrl+V about trademark narratives. Maybe this caused Unilever's Global CEO, Hein Schumacher, to make that polarizing statement in which he said, "We should stop forcing purpose into brands. For some, it simply won't be relevant. And that's okay."
The Purpose is dead. 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 people, and for the world we all depend on." The delirium of some brands regarding their "brand purpose"starts to sound ridiculous."
It is important not to underestimate the consumer, understanding that they know that, despite all the background, what we really want is to sell more. More importantly, it is to know – and to reflect this notion in the narrative (brand storyline) – that a brand will not save the world, but it can transform some realities; it won't solve someone's life, but it can update behaviors; it won't convince immediately, but it may provoke new points of view; won't…
For brands, we know: the loss of authenticity can result in a decrease in credibility, difficulty in connecting with the audience, and consequently, lower engagement and customer loyalty. For them, even, saturation of discourse about purpose can generate distrust and skepticism, making them even more critical of market brands.
One way to escape this trap is to also look at theReputationof the brand, which is something built over a journey. On this evening, consistency (!) in communication actions and, of course, in delivering quality products and services is key; it is the audience's experience with the brand and its products that shapes perception, the raw material of reputation.
Another important pillar is caretaking with regard toStyle, which is the visual and communicational expression of the brand, what differentiates it from its competitors and makes it memorable (brand recall). For this, excellence in execution in visual identity, language, message tone, and experience is essential.
All this without forgetting theIdea, who is the youngest daughter of the Brand Purpose: it is through the idea that the brand's reason for being is expressed, communicated, and brought to life. She can be the embodiment of a value, a promise, or an aspiration. As we know: it is often because of the idea that the consumer chooses one brand over another.
As an illustration, imagine a sustainable clothing brand... its purpose could be "reducing the environmental impact of the fashion industry." The brand's idea, 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 employed, and the final experience of the customer who will interact with all of this.
The true strength of a brand is not in blindly following the narrative trends of the moment, but in knowing when it is necessary to challenge thestatus quoPurpose, when authentic, is powerful, but it is only a true differentiator when combined with concern for reputation, stylistic excellence, and a clear, tangible idea with hints of possible genius.
If Generation Z is the generation of apathy – with GenY being the generation of anxiety – and is beginning to enter consumer society with more pragmatic views and lifestyles, the market then needs brands that are less tied tobuzzwordsand more to the practice of generating real value for its consumers and for the world.
