Core Purpose - A
must for Branding
BY ZAIN AHMED KAMAL
This blog is for anyone who wants to take their business to another level and build a brand. To do that you need to understand about Core Purpose.
What is a core purpose and why a brand needs it? What is the point of having one and how do we find a core purpose? This blog is going to cover all of that.
To start first understand this “Not by selling, but by helping you build a brand.”
While selling a product or service you automatically allow the customer to put a price on it, but helping is priceless.
Confused? Worry not everything will be clear by the time you finish this blog.
What is a core
purpose?
In the simplest words Core Purpose is the reason why your company exists more than just to make money.
It is what your customer wants and your company helps him/her achieve that. A promise you made to your customers and put all your efforts into fulfilling it. One thing that will make your client the happiest person in this universe and you make it happen. That is a core purpose!
With this core purpose established you must surround all the services, every marketing efforts and branding initiatives around it. This is going to be the very base of everything.
Let us understand this
with some examples.
Google: The first place where everybody goes to enquire about anything is obviously Google be it for business purpose, school projects or personal matters.
The core purpose of Google is to make everybody a little smarter by providing the best related information in the best possible way as quickly as it can be.
All their yearly updates, efforts and marketing are to fulfil this core purpose. They rank websites on the basis of the quality of the information it provides so that the user gets best possible information on that particular topic.
They rank websites on the basis of speed, mobile usability, user interface and 200 more factors so that the person on the other side doesn’t face any problem. All of these efforts are surrounding their core purpose.
Another one
Have you heard of Sabyasachi? Yes the designer Sabyasachi. The dream designer of all the “to be brides.”
Ask any women who is about to get married their biggest dream and they will say “I want to be the most beautiful bride ever” and this is their core purpose – to make them the most beautiful bride.
All their marketing efforts are around that core purpose. They have their own show called “band baaja baarat” where they get under privileged women, dress them and make them get married. On their Instagram page they often put stories and pictures of bride and the groom.
Last one
We at ZAK Designs help in branding through designing and not just simple graphic and web designing. We do Identity designing, communication designing, package designing and re branding. Our business model is completely B2B.
Our core purpose is to help businesses grow and become brands, and not just small brands the goal is to help them “Create the Impossible.” Help them achieve something so big that everyone thought is impossible.
We surround all our services, our values, marketing efforts and branding initiatives around that core purpose.
Why a brand
needs it?
There is a 90% chance that the business or field you choose to get in is already occupied by many others and there is a 100% guarantee that the field you are in will attract many more if it is a profitable line.
Majority of them will charge peanuts for the same service you are providing and if they do why will people come to you? Only one can be the cheapest and the rest have to do something else.
With so many competitors around and the unhealthy competition, how do you survive and grow? By differentiating yourself through branding and the first step is to set a core purpose.
By setting a core purpose you are not selling anything, you are helping them to achieve what they want and “helping is priceless.”
You have already differentiated yourself, you are not the one selling you are the one helping and that attracts customers as no marketing can. If you are providing the help you are a God in that field which deserves trust, loyalty and worship.
By defining a core purpose for your company and surrounding all the efforts around it you can charge a premium price for the same service provided by others for peanuts, and the crazy part is that they will still come to you because now you are not a person selling but a god helping.
That is why every brand needs a core purpose!
What is the point
of having one?
Even with so many options around what lacks is value. Everybody just wants to sell and clear the stock or just raise enough money to bear that months expense. Most of the business men gets greedy and want to make fast money through unscrupulous acts. Majority of the businesses practice hypocrisy and believe me customers can sniff it.
All of these things will destroy a brand; it might make you good money in the short term but definitely not in the long term and branding is all about tomorrow and not today.
So many businesses like this come and go, why and how will people trust you?
A core purpose allows putting more value on the table, as it is not just about selling but helping. It is more than just surviving a month it is about staying and conquering, making the world a better place. It is about inspiring generations to come by doing something great.
All of this with a core purpose allows building unbreakable trust, fierce loyalty and authenticity. If a business is able to do that it will become a brand.
This is the point of having a core purpose.
How do we find
a core purpose?
The most important question, how do we find a core purpose? To find it you need to go deep inside the head of your possible audience. Your core purpose must align with the need of the customer.
Each person has different needs. For example a man can be a father or a lover, a poet or a car fanatic. The same person will have different needs in different roles.
A man as a father will buy something for his family but as a lover will buy something for that special person. A car fanatic will need super cars and a poet wont. So understanding the need of that person, the role he is playing while being your customer is very important.
For example Amazon, anyone on that site is a buyer and as a buyer I will want a lot of options for the same product and different prices and quick delivery. It provides all these options and is so known as one of the most customer friendly company.
So first understand who is your possible client, a man or woman? If a man then what role is he in when he comes as a possible customer? How can you help the concerned person achieve what they want?
Let me explain with
a simple example
Suppose you are an interior designer, a family called you for that purpose.
Now understand your customer, they are a family who wants a beautiful home for themselves and their children and not just interiors.
If you say that you will build a sofa, a table, bed and stuffs then you are just selling. However if you tell them that you will build a beautiful home then you are helping.
So in the latter case you ask them questions on how they want it, what is their family planning and then provide accordingly. That way you surrounded your service around the core purpose of helping them by building a beautiful home and not just doing there interiors like the majority.
This is all about core purpose; I hope it was helpful and informative. Use it in your business and see what difference it can make. Your core purpose doesn’t have to be very fancy or anything, just help them achieve what they really want and then those customers will build your brand.
If you find this blog interesting or you think it can be improved in anyway then do put it in the comment box. If you want me to write on any particular topic then please do comment and I will do the needful.
If you wish to know more about branding then you should check the blog Brand, Branding and Branding Strategy.
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