Branding – Taking a Turn for the Good
3 Things at the Core of Purpose Driven Brands
By Kelley Peterson, Vice President : Nonprofit Creative Director
Creatively promoting landscape lawnmowers that turn on a dime, industrial boilers, and rapid reels for yard hoses are what filled my days back in the late ‘90s. As a college graduate with two years of experience under my belt, this was my big break into the advertising world.
At the same time, I was cutting my teeth helping for–profit enterprises be more profitable, I also helped craft messages for brands that provided emergency shelter for children, educational television and mental health services for people struggling with life’s challenges.
These opportunities and a few heartfelt gut checks are what made me change my career for good. My mind raced with thoughts like, “If I’m successful at helping brands sell widgets and spinners, I wonder what my talents could make possible for brands that help change lives within our community?”
Without even knowing the term “purpose driven,” I sought to use my marketing know–how to help brands that provide human services for the greater good. Soon my days were filled with strategizing fundraising efforts to support early childhood development, juvenile justice, foster care and family support services.
Over time a fundamental shift took place, I (along with amazing teams) were now helping to make nonprofits be more profitable – enabling them to provide more services and to do more good. There I was, doing some of my life’s most gratifying work when I had another branding epiphany.
What I realized was, it is not about helping for–profits vs. nonprofits. It’s about helping the kind of organizations that extend their mission beyond the money they make to how they are bettering society, regardless of industry or sector. These entities are purpose driven brands that took a turn for the good.
Brands that are purpose driven have these three things at their core: 1) driven people, 2) community consciousness, and 3) social goodness.
- Driven People: Purpose driven brands are led by visionary people who are driven to do good work and to do social good. They have a dual purpose of increasing profitability while bettering society. Like Margaret Mead, they whole heartily believe, “Never doubt that a small group of thoughtful, committed, citizens can change the world. Indeed, it is the only thing that ever has.”
- Community Consciousness: The phrase, “It takes a village…” is a familiar concept for purpose driven brands. They are mindful of community needs and develop purposeful partnerships, with nonprofits and for-profits alike, to create the change they want to see for today and tomorrow.
- Social Goodness: Brands that are purpose driven are socially accountable. They can be nonprofit or for-profit, public or private, governmental or non-governmental, philanthropic or religious. Purpose driven brands have goals that extend beyond financial interests to include social benefits to better society for the greater good.
If you are part of a brand that is led by driven people, that has a finger on the pulse on what’s needed in the community and that wants to change the world through your social goodness, contact KidGlov. We’d love to give you a hand with your purpose driven brand!