How To Build Your Company’s Purpose
- Nov 24, 2023
- 3 min read
Written by: Sachin Parmar
Purpose is the bread and butter of your company; it should be the reason for its existence and why customers choose to buy from you. Get it wrong and it could jeopardise your success, get it right and it could propel your business forward. Read on to find out the steps you should be taking.
Perhaps you set up your business so that you could help others or maybe you’re driven by creating a better life for your family. It’s important to identify whatever gives you your get-up-and-go, as it’ll incentivise you and your team, will give your company heart and focus, and will shape the way your business runs from your branding to the clients that you choose to work with.
But, what can you do if you’re finding it hard to nail down the ‘why’ of your company? At evokeu, we help businesses from a wide array of sectors to reflect on the real reasons why they started their work. We then support them in distilling this purpose into just a few words, so that together we can create a full-bodied brand identity from messaging to strategy, which will boost their business for the better.
To kick things off, here are our top tips for getting your brain juices flowing and to inspire you to formalise your company’s purpose.
Take your time
It’s easy to get consumed by the hustle and bustle of running a business. There’s lots to keep you busy, especially if you have a team to manage or are juggling multiple roles by yourself. However, before you know it months and years have passed, and even if your business is financially doing well, it might not be giving you joy.
To continue giving your best to your business, you need to enjoy what you do. Put time aside in your diary, ideally weekly or monthly, but if you really can’t spare just an hour this frequently, then try keeping a slot free at least every quarter. Use this time to review what has gone well for your business and what could be improved. Now really think about the parts of your business that you enjoy working on, no matter if they’re bringing in money. Is there a reason that customers buy from you, perhaps because your brand is ethical or is trusted by a certain community?
Now that you have all this information in one place – what your business does well and not so well; what areas of work you enjoy; and the reasons customers purchase your goods or service – there should be a clear thread throughout which will indicate what your purpose is or should be. Make sure that it gives you a good gut feeling and resonates with your values and ethos.
Test the purpose waters
Once you’ve got an idea of what your company’s purpose might be, it’s time to get some feedback. Share your ideas with family, friends, business partners, employees and customers; but also see what those who aren’t familiar with your business think. The latter are perhaps the most important as if your purpose resonates with them, they could be persuaded to make a purchase.
Once you have a purpose in place, ensure that it is at the core of everything that you do. Brand strategy is a whole other topic and one that the expert team at evokeu can guide you through from beginning to end.
If you’d like to find out more about Sachin and evokeu, please visit here. You can also follow Sachin on LinkedIn, where he frequently posts business advice and inspiring content.
About the author:
Sachin Parmar is the Co-founder and Creative Director of boutique digital marketing and branding agency, evokeu. With decades of design experience, Sachin has a keen eye for detail and a drive to create consistently superior results. Sachin and his expert team work with big and small brands across many sectors to help clients capture customer attention and create growth. Evokeu also has a vertical brand called Graphic Kitchen, which specialises in the hospitality sector.
