News

By Kimberly Orton, Managing Director

If you are anything like me your inbox has been flooded with messages from all the brands I have ever reviewed, purchased or contemplated purchasing.  The brands and companies span a wide spectrum. But they all have one thing in common – they are struggling to explain who they are in today’s context. Struggling to define or redefine what they stand for, what is their brands’ purpose.

You may be wondering during this time of unrest, are brands and their purpose really important. And will consumers judge brands by their actions, support and voice during the pandemic but also during the Black Lives Matter protests? The answer is unequivocally – Yes! Today, more than ever brands are being challenged to respond in a relevant, authentic and empathic way.

The definition of a Brand’s purpose is what a brand stands for in the hearts and minds of its key audience. It should have at its core deep insights of the consumer in a relevant way. Brands should use this unprecedented time to evaluate why they exist, and what it means today.

Here are steps brands can take to be truly relevant and purposeful in the new world order.

1. Listening.

   Education and research are the backbone of deep understanding. Seeking to understand cannot happen without first listening. Begin with employees of color who can be a wealth of knowledge and input. Companies and brands need to ask consumers what is important to you now? How does my brand connect with you now? Companies need to listen before acting.

2. Nothing changes until it does.

   Brands must be transparent about what and how they are participating in nationwide conversations. What are you actually doing? Are you making donations, and where? Is there active involvement in the company. Where are your employees putting their energy and participation? Be prepared to tell your consumers what you are actually doing and why.

3. Be value based.

   Be sure that whatever you do your brands values show through and that diversity and inclusion is included in your brand beyond messaging. Now is a time for increasing demonstrations of empathy. Reach out to employees and ask how they are feeling? Consumers want to know that you exist beyond just the products you sell. And the messages you share.

4. A long-term commitment.

   Your actions need to be meaningful and part of a long-term plan, and not just for today. Months of quarantines and years of injustices can’t be solved in a few weeks. Keep listening, learning and taking action. Be prepared to adapt as the environment changes.

As you think about these 4 steps, this is the right time to evaluate your brand purpose. Is it relevant and meaningful with today’s environment? Is the purpose clearly articulated for employees? You have the opportunity to align the company with an evolved course of action, one that reflects the hearts of people inside and outside the organization.

It’s never too late to course correct as Martin Luther King, Jr. so aptly said, “The time is always right to do what is right.”