Every business needs a ‘why?’
In the wake of the pandemic, many businesses are reassessing their strategies and as a result are thinking hard about their brand purpose. But how does this translate for the b2b sector, for businesses who don’t have a consumable product and who talk more prominently about business goals?
All businesses, no matter the sector/product/service, need to start with the ‘why?’ and for this reason you need to implement the top-down business model.
The mistake a lot of people make is they want a website and a social media campaign- and that’s fine- but what are you going to say? These businesses know what they need to do but they don’t know how to do it. People who start from the bottom up haven’t identified their brand/strategy/purpose and there is a whole piece of work that needs to be done before they can produce something that captures the hearts and minds of their staff and their audience. People won’t engage if there is no ‘why?’
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Starting with a single idea at the top and then making the right decisions to forge ahead and flow down through the business enables you to position yourself, to create the right tone of voice and to identify your audience and your deliverables.
Another classic mistake is just tacking on some kind of charity or ‘do good’ angle to make it look like brand purpose; consumers will see straight through it. Even global giants make mistakes as demonstrated by the 2017 Pepsi advert featuring Kendall Jenner. This was a prime example of a brand trying too hard. What was meant to be a message of unification had to be pulled and apologised for (‘We missed the mark and we apologise’ – Pepsi) due to public backlash.