{"id":972,"date":"2018-04-10T00:00:00","date_gmt":"2018-04-09T23:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/brand-purpose-or-community-building-what-weve-been-reading-this-week-at-brand-genetics\/"},"modified":"2019-11-19T16:33:03","modified_gmt":"2019-11-19T16:33:03","slug":"brand-purpose-or-community-building-what-weve-been-reading-this-week-at-brand-genetics","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/brand-purpose-or-community-building-what-weve-been-reading-this-week-at-brand-genetics\/","title":{"rendered":"Brand purpose or community-building?\u2026 what we\u2019ve been reading this week at Brand\u00a0Genetics"},"content":{"rendered":"

We\u2019ve been reading all about brand purpose and the power of brand communities and a few revealing insights have caught our\u00a0eye\u2026<\/strong><\/p>\n

Brands often get a bad reputation. \u00a0As symbols of commercialism many people have negative associations with brands, believing them to embody conformity, mediocrity and the suppression of individuality. \u00a0However, we are seeing a brand revolution with brands increasingly concerned with purpose; creating meaning and backing social cause as well as building IRL communities. \u00a0This week we reflect on how tapping into human needs can enhance brand identity.\u00a0<\/strong><\/p>\n

Brands can be good <\/strong><\/p>\n

Having spent more than twenty years understanding people\u2019s relationships with brands, here at Brand Genetics we are very pro-brand (the clue is in the name!)\u00a0 When executed well they have the ability to have a positive impact on people\u2019s lives, fulfilling some very basic human needs, such as the desire to belong or feel safe. \u00a0We believe the idea of a brand is an important one, and good economies need good brands to thrive. \u00a0As the School of Life<\/a> explains, \u201ca brand is a constellation of qualities; it is a personality in the material realm\u201d and thus brands create symbols of identity for individuals, helping them construct their sense of self. \u00a0But how do brands create this? \u00a0As the School of Life questions: \u201cWhat makes a brand admirable in broad human terms? \u00a0What makes it good, in the sense of contributing to human flourishing and leading the best lives we can?\u201d<\/p>\n

Two ways are creating brand purpose and community building.<\/p>\n

\"\"<\/p>\n

Nike community running club “Run Dem Crew”<\/em><\/p>\n

Brand Purpose<\/strong><\/p>\n

Purpose can loosely be defined as a long-term intention to accomplish something that is both meaningful to people and socially beneficial. \u00a0As such, a purpose fulfils a basic human need and goes beyond strategy<\/a>. \u00a0As Dee Hock, founder and CEO of Visa notes, \u201cit represents a reason for being and doing \u2013 something that goes beyond immediate returns.\u201d \u00a0Purpose-led brands gift consumers with the opportunity to feel as though their purchasing power has meaningful impact. \u00a0Since purpose is relational and \u201cthe main currency today is meaning\u201d, brands who adopt purpose are strengthening their relationships; both internally as an organisation, but most imperatively externally with their customers. \u00a0<\/strong>Their success has been exemplified by the dramatic rise of purpose-driven brands<\/a> over the past decade. Recent data from Unilever shows that their commitment to purpose has doubled their sales. Unilever\u2019s 18 sustainable living brands<\/a> \u201cwhich all have a clear purpose\u201d have delivered 60% of Unilever\u2019s growth, and are growing over 50% faster than the rest of the business.<\/p>\n

\u00a0\"\"<\/strong><\/p>\n

The members-only Rapha Cycling Club (RCC)<\/em><\/p>\n

Relationship-building <\/strong><\/p>\n

An alternative way brands are successfully strengthening these relationships is by building community. \u00a0Communities reinforce relationships and relationships create feelings of belonging and connectedness, an inherently human need. \u00a0In 2007, Nike launched Run Dem Crew<\/a>, a collective of urban runners who meet weekly to run the streets of cities, who explain that first and foremost they are \u201ca family and community\u201d. \u00a0In 2014, cycling apparel business Rapha launched RCC<\/a>, a membership organisation grown out of the brand which embodies the same cues and codes of traditional community groups\u2019; \u201crituals, local organizers, chapters and clubhouses around the world, symbols, shared identity, and social activities.\u201d \u00a0In this digital age where social isolation is on the rise \u201cthe next frontier for great brands is stepping into the cultural need and market opportunity for deeper, real-world person-to-person connection.\u201d<\/p>\n

The HX learnings?\u00a0 <\/strong>Not all brands are made equal, and thus the goal should not be to eliminate brands, but rather to elevate the concept of what a brand is and can be. \u00a0Purpose-led or community-led brands are favourable because they offer consumers the opportunity to fulfil some deep human needs and connect on an emotional level. \u00a0In order to do so it is imperative to answer these three questions:<\/p>\n

    \n
  1. What<\/em><\/strong> you are trying to achieve as a brand, and more importantly why<\/em><\/strong>?<\/em><\/li>\n
  2. What makes your brand admirable in broad human<\/em><\/strong> terms?<\/li>\n
  3. What makes it good<\/em><\/strong>, in the sense of contributing to human flourishing and leading the best lives we can?<\/li>\n<\/ol>","protected":false},"excerpt":{"rendered":"

    We\u2019ve been reading all about brand purpose and the power of brand communities and a few revealing insights have caught our\u00a0eye\u2026 Brands often get a bad reputation. \u00a0As symbols of commercialism many people have negative associations with brands, believing them to embody conformity, mediocrity and the suppression of individuality. \u00a0However, we are seeing a brand […]<\/p>\n","protected":false},"author":16,"featured_media":974,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[186,187,188,189,145,190,191,192],"class_list":["post-972","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-human-experience","tag-behavioural-change","tag-brand-communities","tag-brand-purpose","tag-human-needs","tag-market-research","tag-psychology","tag-run-dem-crew","tag-strategy"],"yoast_head":"\nBrand purpose or community-building?\u2026 what we\u2019ve been reading this week at Brand\u00a0Genetics - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/brand-purpose-or-community-building-what-weve-been-reading-this-week-at-brand-genetics\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand purpose or community-building?\u2026 what we\u2019ve been reading this week at Brand\u00a0Genetics - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"We\u2019ve been reading all about brand purpose and the power of brand communities and a few revealing insights have caught our\u00a0eye\u2026 Brands often get a bad reputation. \u00a0As symbols of commercialism many people have negative associations with brands, believing them to embody conformity, mediocrity and the suppression of individuality. \u00a0However, we are seeing a brand […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandgenetics.com\/pt\/brand-purpose-or-community-building-what-weve-been-reading-this-week-at-brand-genetics\/\" \/>\n<meta property=\"og:site_name\" content=\"Brand Genetics\" \/>\n<meta property=\"article:published_time\" content=\"2018-04-09T23:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-11-19T16:33:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/large-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1184\" \/>\n\t<meta property=\"og:image:height\" content=\"580\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Brand Genetics\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Brand Genetics\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/brand-purpose-or-community-building-what-weve-been-reading-this-week-at-brand-genetics\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/brand-purpose-or-community-building-what-weve-been-reading-this-week-at-brand-genetics\\\/\"},\"author\":{\"name\":\"Brand Genetics\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#\\\/schema\\\/person\\\/8ecfbd42c9c6d77d6c5e26518b9ff0ba\"},\"headline\":\"Brand purpose or community-building?\u2026 what we\u2019ve been reading this week at Brand\u00a0Genetics\",\"datePublished\":\"2018-04-09T23:00:00+00:00\",\"dateModified\":\"2019-11-19T16:33:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/brand-purpose-or-community-building-what-weve-been-reading-this-week-at-brand-genetics\\\/\"},\"wordCount\":692,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/brand-purpose-or-community-building-what-weve-been-reading-this-week-at-brand-genetics\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/large-1.jpg\",\"keywords\":[\"Behavioural Change\",\"Brand Communities\",\"Brand Purpose\",\"Human Needs\",\"Market Research\",\"Psychology\",\"Run Dem Crew\",\"Strategy\"],\"articleSection\":[\"Human Experience\"],\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/brandgenetics.com\\\/brand-purpose-or-community-building-what-weve-been-reading-this-week-at-brand-genetics\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/brand-purpose-or-community-building-what-weve-been-reading-this-week-at-brand-genetics\\\/\",\"url\":\"https:\\\/\\\/brandgenetics.com\\\/brand-purpose-or-community-building-what-weve-been-reading-this-week-at-brand-genetics\\\/\",\"name\":\"Brand purpose or community-building?\u2026 what we\u2019ve been reading this week at Brand\u00a0Genetics - 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