Christopher Smith, BrandSmith’s CEO and founder, 15th April 2022
Purpose: the key to a company with values
We live in an environment characterized by the dizzying speed of change and deep cultural and social schisms in which a return to ethical principles and where the individual is at the centre of everything begins to stand out strongly. We are witnessing a paradigm shift where pragmatism gives way to humanism and ambiguity to transparency, forcing organizations to behave in a way consistent with their purpose and values.
New winds are blowing that draw a new playing field where companies must behave with values. Even if only for technical reasons such as the protection of personal data, it is an unparalleled trend, and, in addition, there will come a time when that requirement becomes an obligation. It is, therefore, time to re-educate companies to develop their soft skills, disrespected for so long.
In this context, branding and purpose play a crucial role, because a brand with positive purposes drives positive changes in business, society and people, the three pillars on which a company with values is built. This is because a brand that is rooted in a noble and inspiring purpose, an existentialist why, develops a relationship with which it can connect emotionally.
This quote by David Packard from the ’60s, is still valid today:
“Why is there an organization to start with? In other words, why are we here? I believe that many people assume, wrongly, that a company exists simply to make money, this being an important result of the existence of the company, we must go deeper and find the true reasons for our existence, the purpose (which should last about 100 years) should not be confused with specific goals or business strategies (which should change many times over 100 years). The goal itself does not change; it must inspire change. The very fact that a purpose cannot be met means that an organization cannot help but stimulate change and progress. “
In this sense, it is necessary that organizations’ senior management gets involved and assumes the purpose as a management philosophy, in which the leadership is key to operationalizing the brand’s reason to exist connecting it with the collective aspirations of the customers and consumers, understanding that in the complex universe of the customer-brand relationship, the creation of lasting bonds implies the construction of brands with meaning, aligned with their own purpose through people, products and presentation to comply with the social demand for more humanized companies and organizations.
