The challenge of brands amid the trivialization of purpose

The rise and capillarity of the concept of purpose in the metier 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 public and building strong and lasting brands. However, the popularity of the term“purpose” has brought with it a side effect: its trivialization.

On a corner of Faria Lima, on a sidewalk of Vila Olimpia, in a cafe of Berrini or Paulista, today, it is possible to hear the word “purpose” as the mantra of the corporate world, contextualized or decontextualized. And not only: in a church in the interior, in the stories from an influencer or in the commercial rooms of a coach, purpose seems to be the “last narrative” cry to compose sermons, lifestyle flaunts and mentoring to entrepreneurs.

But let's go 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 fixing a single strategic point, such as purpose, leaving aside many other fundamental elements of brand construction and development (branding). As the author states, brands deviate from the generation of results by staring at a single point.

This desperate search to see a purpose in everything, often detached from the reality and values of the company, has led to a scenario in which the discourse on purpose overlaps with 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: the Ctrl-C, Ctrl+V perhaps this made Unilever Global CEO Hein Schumacher give that polarizing statement in which he said that “ should stop forcibly fitting purpose into brands.For some, it will simply not be relevant.

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 brands can have more expressive results for business, for people and for the world on which we all depend”. The delirium of some brands regarding their “brand purpose” starts to sound ridiculous. 

It is important not to underestimate the consumer, understanding that he knows that, despite the whole background, what we really want is to sell more. More important still is to know & reflect this notion in the narrative (brand storyline) 'that a brand will not save the world, but can transform some realities; will not solve someone's life, but can update behaviors; will not convince immediately, but can provoke new points of view; will not.

For brands, we know: the loss of authenticity can result in a decrease in credibility, difficulty in connecting with the public and, consequently, in a lower engagement and loyalty of consumers. For them, even the saturation of discourses about purpose can generate distrust and skepticism, making them even more judicious in relation to the brands in the market. 

One way to escape this trap is to also look at the Reputation of the brand, which is something built along a journey. In this field, consistency (!) in communication actions and, of course, in quality deliveries in products and services are key; it is the experience of the public with the brand and its products that delineate the perception, raw material of reputation. 

Another important pillar is caretakery with regard to the Style, which is the visual and communicational expression of the brand, what differentiates it from competitors and makes it memorable (brand recall). For this, the execution of the excellence in visual identity, language, tone of messages and experience is essential. 

All this without forgetting the Idea, who is the youngest daughter of the Brand Purpose: it is through the idea that the reason for being of the brand manifests itself, is communicated and comes to life. It can be the materialization of a value, a promise or an aspiration. As we know: it is because of the idea, often, that the consumer chooses one brand instead of another.

As an illustration, imagine a sustainable clothing brand.its purpose may be to “reduce the environmental impact of the fashion industry”. The brand idea, in turn, can be “conscious and timeless fashion, which values quality and durability”. The idea goes beyond purpose, defining the brand's visual identity, the language used, the materials employed and the final customer experience that will relate to 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 the status quopurpose, when authentic, is powerful, but it is only a true differential when combined with concern for reputation, stylistic excellence and a clear, tangible idea, with possible hints of genius. 

If Generation Z is the generation of apathy, having been GenY and anxiety & begins to enter the consumer society with more pragmatic views and lifestyle, the market needs brands that are less tied to the consumer buzzwords and more to the practice of generating real value for its consumers and for the world.