Creating Value Beyond Profit

In an increasingly transparent business landscape, brands aren’t just judged by what they sell. People are gravitating toward brands that are good, honest world citizens and have a core purpose, values, and actions that genuinely align with their own personal values.

This shift has slowly encouraged businesses to embrace a more ethically driven and holistic approach to brand strategy and communications. It’s no longer just about what you say; it’s about embedding an ethos throughout the organisation and actually walking the talk – going beyond a one dimensional business model of simply chasing profits to creating broader social value that benefits all stakeholders – direct and indirect.

This isn’t a completely new model, but it’s an overdue departure from the unsustainable industrial-era mentality that often took more than it gave back to society and the environment.

Purpose-driven branding is not about marketing—yes it permeates right through to marketing but–it’s about a better way of doing business. It’s about clearly aligning the brand’s offering towards real commercial and societal value. This becomes the guiding principle for everything the brand does, from its products to partnerships to every communication and engagement – internal AND external.

The significance of purpose-driven branding is huge. It gives reason and motivation to both the business and its audience. By going beyond profits, brands can honestly and proudly communicate their unique position, attract the best customers, talent and partners who share their values.

Purpose-driven brand strategy has become a cornerstone for many successful brands, with notable examples like Patagonia and Unilever leading the charge. Patagonia’s unwavering commitment to environmental conservation is not just a gimmick; it’s a fundamental reflection of their principles. From implementing sustainable practices in their supply chain to actively engaging in environmental activism, Patagonia lives and breathes what they stand for.

Similarly, Unilever has made significant changes with its sustainable living plan, beginning to address major global issues including health, living standards and environmental sustainability. Through innovations reducing carbon emissions and waste, promoting responsible consumption and improving efficiencies, they have demonstrated a more holistic approach that extends beyond one dimensional profit-seeking. Unilever is very clear in their view that sustainable growth will soon become the only acceptable way of doing business.

Society’s expectations are changing and today people want more than just a good product; they want a brand that has good values. They’re informed, socially conscious, and demanding brands act responsibly in all aspects—from sustainability to social well-being.

This shift means brands can no longer rely on historic and often shallow marketing tactics. They have to be genuine and transparent, with proven integrity that allows their communications teams to tell compelling truthful stories. It isn’t just a green-washing or superficial CSR or PR exercise, it’s a fundamental shift in how business models in successful societies will operate.

By embedding, integrating and communicating meaningful value, brands will naturally differentiate, create goodwill, build loyalty with both staff, customers, and create financially AND socially profitable businesses.