The purpose of purpose

Much has been said in recent times, and as a result of the pandemic, about the importance of purpose for a company or brand. In fact, it’s one of the most prominent in all the trend forecasts for 2021 and everyone’s talking about it.

Brand purpose is too important to be a mere “trend”. The purpose isn’t marketing or strategy, the purpose comes before that, it is the reason for being of each brand. It goes much further and much deeper. That’s why when people talk about purpose-marketing, it triggers alarm bells in me. Because concepts tend to get mixed up… purpose is excellent when it’s real, when it’s at the forefront of everything, when it’s alive in the whole company. But when it’s a marketing mechanism… it no longer has enough purpose.

The purpose of the brand, in my opinion, should be visible in everything and be transmitted in the company’s culture and behavior. Because although it’s true that all things communicate, building a purpose is a profound exercise that companies must do within their organizations, and when it’s implemented at all levels of the company, then incorporate it into communication and sales strategies and manifest it externally.  And this should not be confused with social responsibility, which comes later and which, of course, must be perfectly aligned with the company’s purpose in order to generate maximum value.

Coherence above all. And transparency to generate trust.  Because while it’s true that today many (not all!) customers no longer only make decisions based on products, quality or price, but also carefully evaluate what a brand represents, it’s also true that it’s not just about representing, it’s about being what you represent. No more, no less.

 

Sergio Martínez Campos

CEO, Hispano Suiza