The role of purpose driven positioning
Launch library · evergreen read
Purpose driven positioning anchors a brand's identity in a genuinely broader reason for existing beyond simply generating revenue for shareholders, giving audiences a real reason to care about the brand's ongoing success that extends well past the specific products or services it happens to offer them at any given time.
This particular kind of positioning only works genuinely credibly when the stated purpose actually shapes organisational behaviour in visible ways, since audiences are generally quite quick to notice when a purpose statement exists purely within marketing material while the organisation's actual decisions and daily practices tell an entirely different story.
Done well, purpose driven positioning can build a genuinely distinctive kind of loyalty over time, since audiences who genuinely share the stated purpose feel a real connection to the brand that goes well beyond ordinary product preference alone. Done poorly, it simply invites exactly the scepticism that misaligned purpose claims tend to generate quickly.