Aligning Business and Brand Purpose: It's strategic importance. How to plan & communicate with stakeholders?
Purpose: - The reason something exists. For companies, it is the foundation of every experience. It is the underlying essence that makes a brand relevant and necessary. A purpose is not a goal that has to be achieved, it's a guiding light by which all your actions get direction.
Business: - means ordered and systemized action that stem from a right process of thought and produce systematic results.
The Purpose of business: - Is Greatest good of the greatest number. To make money in a spiritual way and help yourself while helping others is the right way.
A well-defined purpose helps arrive at a decision quickly and saves multiple rounds of meeting time. Also, reduces the conflict of opinion between office colleagues, peers, investors, and management.
Planning Business purpose and aligning with your brands
The 5 ‘I’ framework for defining corporate and brand purpose
Integrity - How true is your purpose to what you stand for?
Interest - Is your purpose something that others care about?
Intrigue - how provocative and intriguing is your purpose?
Inspiration - Does your purpose inspire action?
Inclusion - Does your purpose make marginalized people feel like they belong?
An ideal business PURPOSE will resolve the following: -
Essential Enemy - A clear and meaningful cause or situation the brand / you will stand against
Fundamental Belief - A timeless conviction - a statement that would still be true even without the brand
Behavioral Mission - A change in human behavior
The following are some Purpose Statements of leading companies around the world. Some purpose statements are well-defined while others are vague and too broad based: -
- Accenture - To deliver on the promise of technology and human ingenuity. We help our clients become the next and best versions of themselves.
- Apple - To empower creative exploration and self-expression.
- ABB - To enable a more sustainable and resource-efficient future with our technology leadership in electrification and automation.
- Amazon - To be Earth's most customer-centric company, to build a place where people can come to find and discover anything they might want to buy online.
- Google - To organize the world's information and make it universally accessible and useful.
- EY - Building a better working world - is the foundation of EY culture.
- McKinsey & Co. - To help create positive, enduring change in the world.
- Nissan - Driving innovation to enrich people’s lives
- UBS - Reimagining the power of investing. Connecting people for a better world.
- Zoho Corporation - To create opportunities for people who do not have an opportunity. Creating really compelling technology for customers who could not afford that before. And create this in locations that have not taken part in the technology revolution before.
- Zee Entertainment - To create extraordinary. We exist for the extraordinary. Ideas. Stories. Journeys. Experience. Partnerships. Possibilities. Performance. And so much more. Not as a goal, but as the standard. Because the extra mile is where the magic happens.
- Uber Mission Statement - Transportation as reliable as running water, everywhere for everyone
Effective communication is the bridge that
connects the internal understanding of a company's purpose with the external
perception of its brand. It involves not only conveying the right messages but
also engaging in meaningful dialogue with stakeholders i.e. Clients / customers, employees, partners, vendors and investors etc. . Progressive companies strive to align the corporate purpose with the respective employee's personal purpose to reduce attrition and boost employee morale and loyalty. Your team should be doing what they love to do, so if that means you need to shift departments to modify job roles then the HR management should actively do it.
Here is why - https://www.mckinsey.com/business-functions/organization/our-insights/help-your-employees-find-purpose-or-watch-them-leave
Ideazfirst is the business and our brands are as below. We identified our corporate and brand purpose, and here is what we have come up. Our purpose statements can be seen on all our brand websites: -
- Ideazfirst - To offer innovative and intuitive business solutions that are relevant, affordable, delightful and easy to implement.
- Bharatflorist.com - Bharatflorist existed during the Covid lockdowns to reduce stress and increase bliss for remote and work-from-home teams. Where distance had quietly eroded empathy and emotional connection, we helped HR teams restore it — through boutique hotel meetings, wellness workshops, team motivation experiences, and rewards & recognition — so caring became visible again, and that caring turned into loyalty, motivation, and productivity.
- Guruspeak - To reduce stress and help increase bliss, harmony, and alignment in health
- Celebrand - To make the most strategic brand and celebrity connections based on deep target audience, brand and celebrity research.
- TalentOne - To identify, consult, and promote exceptional entertainment talent, helping artists discover and elevate their unique strengths to surpass the competition with purpose and distinction.
- Connected Cabs - To help organizations switch to sustainable commuting via managed & shared electric cars with electrifying advertising & branding services. And make the most optimum usage of an electric car to benefit the companies, passengers, driver community and nature.
- ThemePartyPlanner - To identify good party, event venues, and help them become the best venues. Attract the best parties and events from prospective event hosts / clients by way of authentic research.
- Ideazfirst One - Ideazfirst One is a well being program aimed to make teams productive and happy by curating Business Meetings at Boutique Hotels + Wellness Workshops + Team Motivation + Rewards & Recognition.
Team Ideazfirst can help identify the purpose of the company based on past success and failures and overall resources and expertise among the founders and top management team members.
To explore how your company
can benefit from a clearly defined purpose that aligns with your brand's
promise, reach out to Ideazfirst at +91 9830669066 or via email. We consult organizations define a meaningful and relevant purpose statement, after careful analysis of your company products, services, strengths, and weaknesses. You can also book your appointments here
* represents both our companies - Ideazfirst Marketing Services Pvt Ltd & Ideazfirst Technologies Pvt Ltd.
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ABOUT THE AUTHOR
Rajesh Kishanpuriya is the Founder & CEO of Ideazfirst, a marketing and strategy practice built over nearly two decades, with 25 years of professional experience, including 20 years as an entrepreneur. He has delivered 2,500+ projects across marketing, experiential programs, IT architecture, lead generation, partnerships, and sales for 300+ clients, engaging with 500+ company directors and CEOs across retail, media and publication, real estate, education, pharma, and healthcare.
He is also Founder & Trustee of Save Cows India Charitable Trust, working on rural livelihoods, cow welfare, and sustainable solutions, and an IICA-Certified Independent Director. He is a principal researcher of the Panchabhoota 5-Star Framework, an emerging model exploring climate, ESG, and organizational restructuring, and the author of How to Reduce Stress and Increase Bliss in Your Life?, available on Google Books, alongside 200+ articles and knowledge resources across entrepreneurship, marketing, wellness, sustainability, and social impact. Having spent two decades building one enterprise, he is now focused on helping build an e-cell ecosystem that enables hundreds of entrepreneurs to build theirs.
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Purpose Resources and References : -
- Sri Sri Paramhansa Yogananda books
- Excerpts from - a talk delivered by Mr. Rohit Ohri, Group Chairman & CEO of FCB Ulka