5 principles to shape brand purpose

Industrial companies are perfectly placed right now to shape their brand purpose. Following the below principles may help shape a critical course of action and build a lasting sense of brand purpose:

1 – Stakeholder Review.

Examine what is at stake for your key stakeholders: employees, customers, partners, suppliers, and the wider industry/community. Listen carefully to the stakeholders that are well placed to inform you.

Each stakeholder group has its own important requirements and challenges. Anticipating these needs and helping alleviate concerns will help you build and strengthen trust with your marketing efforts.

2 – Focus On Your Core.

Take inventory of your key strengths that can be leveraged to make the biggest difference. For example, examine your logistics network – maybe it can help provide some new solutions, or your manufacturing facility can possibly increase production of urgently needed products. Taking meaningful action now, during uncertain and volatile market conditions may help deliver unique solutions that stakeholders will value and remember.

3 – Remain True To Your Brand Purpose.

Always test your decisions against your brand purpose. During times of market uncertainty comes panic and a sense of urgency to overreact. Ensure you check your decisions against your brand values and behave appropriately as an organisation.

Clearly communicate your decisions and rationale with key stakeholders. While the temptation may be to scale back on marketing, you run the risk of appearing that you are abandoning stakeholder needs and market requirements.

4 – Engage Your People.

Involve your employees in solutions. Build a common sense of purpose with your people. There are always huge benefits in drawing employees together to tackle problems in new ways. This way they will own the solution.

Effective leaders share strategies with their people to receive feedback and input. When decisions derive from what a brand stands for, it becomes much easier to convey confidence in positive outcomes, even when these decisions may be hurtful.

5 – Culture.

A flexible and nimble culture will ensure survival. In order to adapt to changing market conditions and new customer information, leaders need to make the right decisions quickly. When culture is aligned back to your brand purpose, promise, and values – your industrial company can only be strengthened by the outcomes of your decision-making.

Industrial companies are better placed now to bring power back to their brands, guided by purpose and stakeholder value. By following the principles above, your actions have the potential to leave a lasting, positive legacy with your marketing efforts.

If you’d like some help with your approach to B2B marketing, let’s chat.

Related: Download your Brand Activation Guide

Other Reading: 6 Ways to Grow A Company

INDUSTRIAL BRAND ACTIVATION GUIDE

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ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.