Three Companies That Have Shifted Their Brand Purpose Successfully
Your brand purpose - the reason you are in business beyond just making a profit - says a lot about you as a company. It also sets the tone for your day-to-day operations and your marketing tactics. In short, it’s really, really important. It’s so important, in fact, that you should have it identified before you officially open for business. Already up and running? No worries! It’s never too late to switch things up.
Here are three companies that successfully shifted their brand purpose well after they were established brands.
Dove’s Real Beauty Campaign
The personal care company, Dove, has always attempted to stand out in its industry. This began with its premiere soap product, a beauty bar that didn’t dry out the skin but left it moisturized. Fast forward to 2004 when the company launched its Real Beauty campaign. What began as a research project on how women perceived beauty turned into a brand focus on body positivity well before it became mainstream.
Today, Dove is a brand known for promoting acceptance and love for the bodies we were given. This extends into the products they offer, which don’t include any makeup or cosmetics, as they don’t promote the covering up of natural beauty.
In addition, Dove promotes inclusivity, featuring women of all ages, races, and sizes in all of their marketing and advertising campaigns. When consumers think of Dove, they think of celebrating real beauty. Now that is a shift we can get behind.
Netflix Defends Creative Freedom
The streaming giant, Netflix, has made all of its choices with one purpose in mind: entertaining the world. The company has undergone some major shifts since its beginnings in 1997. The first of which was moving from a mail-in DVD rental service to one of the first digital streaming services in 2007.
This move showed that Netflix was flexible enough to evolve with its subscribers, providing options that were more aligned with what they really wanted. In a similar vein, the company recently took a stand in support of the artistic freedom of its content creators. In light of the controversy sparked by Dave Chappelle’s comedy special, The Closer, Netflix executives stated that they “don’t allow titles that are designed to incite violence or hate,” and they don’t believe that the special crosses that line. They also recognized that “distinguishing between commentary and harm is hard, especially with stand-up comedy which exists to push boundaries.”
Essentially, Netflix is moving forward as more than just a content streaming platform. It is committed to promoting stories that allow subscribers to see reflections of themselves, while also protecting the creative freedoms of producers, screenwriters, and performers alike. It’s a thin line to walk, but one that they are doing as delicately, gracefully and transparently as possible.
Target Helps Families Discover Joy
Target is a general retail store that has strived for its customers to get great quality merchandise and service at affordable prices, as demonstrated by their tagline “Expect More. Pay Less.”
Throughout its decades of existence, the company has shifted with its patrons, committing to sustainability, establishing partnerships to support education, and treating its employees with value and respect. The company offers its employees benefits like education reimbursement, a generous starting hourly wage, and, most recently, it announced that its doors would be closed on Thanksgiving permanently.
In light of the events of the Pandemic, Target has really focused on taking care of its team members, doing more than just saying that they are valued, but making efforts to show their appreciation.
In addition, the company has taken a stand on several social justice issues, from gender and marriage equality to racial justice. More than an affordable, high-quality retailer, the Target brand uses its platform and resources for the greater good, making it a company that exists to serve a greater purpose - to help all families discover the joy of everyday life.
The Purpose of Hackett Brand Consulting
Hackett Brand Co. was founded with the goal to work with companies who, like us, are mission-driven. Our mission is to be a force for good, and that extends into everything from the work we do for our clients to our day-to-day operations and how we treat our team members. For us, that means finding people who want to do good things in the world and creating a marketing strategy that will grow their business and help them make the greatest impact. For our team members, that means creating a place where they enjoy coming to work, and where they feel that their talents are most valued.
Only you know the purpose behind what you do day in and day out, but if you’re ready to expand your business, we can help! Connect with us and we’ll combine our marketing expertise with your brand purpose to grow your business.