“Iconic brands with purpose” is how we define those brands that have a recognisable identity as well as a clear mission or values. It is what drives the brand’s actions and what resonates with consumers. It’s going beyond just selling products or services, it aims to make a positive impact and build lasting connections with the brand’s audience. 

Here's why purpose is so important for iconic brands:

 

Drives Authenticity and Resonance:

Brands with a strong purpose just feel more authentic and resonate with their core consumers (their tribe) who are increasingly attracted to brands they believe reflect their values. 

 

Creates a story and narrative:

A clear purpose allows brands to build a compelling story and narrative that goes beyond product features and becomes emotionally engaging for consumers. 

 

Builds long-term loyalty and advocacy:

Core consumers then feel a connection to the brands purpose. They
are more likely to be loyal customers and even brand advocates - spreading the word and influencing others. ​

 

Provides a framework for decision-making:

A purpose-driven brand has a strong framework for making decisions and navigating challenges, ensuring its actions remain aligned with its core values.