—Bitty & Beau's is a movement first and a business second. However, not all brands should put purpose first in their communications, says Eric Blais—
During a recent visit to Jacksonville, Florida, I stumbled upon a remarkable establishment named Bitty & Beau's Coffee. This isn't just any coffee shop; it's a testament to the power of purpose in business.
Bitty & Beau's Coffee is not a business with a purpose; it's a purpose with a business. Billing itself as "a human rights movement disguised as a coffee shop," Bitty & Beau's is a beacon of inclusivity, employing more than 400 individuals with intellectual and developmental disabilities nationwide.
In an era where consumers are increasingly values-driven, the allure of purpose as a brand strategy is unmistakable. Brands that align with societal or environmental causes can resonate deeply with their audience, creating a bond that goes beyond the product or service. This isn't just marketing; it's a statement of identity.
However, the pivot to purpose comes with inherent risks, and the primary risk is authenticity. Today's consumers are discerning, skeptical, and a bit cynical. They can smell inauthenticity a mile away. When a company adopts a purpose that feels forced or incongruent with its actions, it risks alienating its audience.
The stakes are high in this purpose-driven game. Get it wrong, and a brand can come across as opportunistic or insincere. In the worst-case scenario, it can lead to a public relations disaster, as seen in examples like Bud Light and Hershey's engagements with transgender inclusivity. These brands ventured beyond traditional marketing paradigms to align with social causes, a move that, while commendable for its intent, can be a double-edged sword.
Such positions can draw both praise and criticism in a society where views on these matters are deeply divided. The risk is twofold: first, the potential backlash from segments of the market opposed to, or uncomfortable with, these stances, and second, the skepticism about the brand’s motives—whether they are genuinely committed to the cause or merely capitalizing on a social trend for commercial gain.
Of course, getting it right can create brand advocates, not just customers, and foster a deep, lasting connection with the audience.
There’s also a more subtle danger—the ambitions of marketers and ad agencies. In their desire to make a mark on the world, they might prioritize attaching brands to societal issues, potentially overshadowing the fundamental goal of moving products.
In the rush to embrace purpose, brands risk losing sight of their fundamental value proposition. Rosser Reeves' USP might seem quaint in this purpose-driven world, but it's a timeless reminder that at the core of every successful brand is a unique, compelling reason to choose it over competitors. A purpose that overshadows or muddles this basic value proposition can leave consumers confused about what the brand actually stands for.
This brings us to the crux of the challenge: balancing purpose with the brand's fundamental promise. A brand's purpose should not just be a tagline or marketing campaign; it should be a guiding principle that permeates every aspect of the business, from product development to customer service. However, it should complement, not replace, the basic promise of quality, reliability, or innovation that attracts consumers in the first place.
Can all brands authentically integrate purpose into their promise, especially when it doesn't directly drive sales, which often remains the primary ROI for marketing?
Elon Musk, despite being a controversial figure, is a prime example of a CEO who embodies Simon Sinek's principle of starting with 'Why.' Musk's vision for Tesla goes beyond mere automotive manufacturing; it's about fundamentally reshaping humanity's energy future. His 'Why' is clear: to accelerate the world's transition to sustainable energy. This is not just a mission statement for Tesla; it's the driving force behind its founder's every decision.
In a world where consumers are increasingly aligning with brands that reflect their values and beliefs, Musk’s approach is particularly telling. His commitment to a cause greater than the bottom line is a testament to the power of a purpose that is deeply integrated into the fabric of a brand.
Yet, interestingly, Tesla's approach to marketing is markedly understated. The brand's recent foray into advertising, though modest, provides insights into what a larger-scale campaign might look like: a focus on the vehicles and the technology, rather than the overarching purpose. This choice underscores a critical point—even for a purpose-driven brand like Tesla, the fundamental appeal lies in the product's innovation and quality, resonating with Reeves' concept of USP.
Adopting a corporate purpose can enrich a brand's narrative, but it demands careful execution.
It’s perhaps fair to ask if the purpose of a brand should revert to simply being a part of the "About Us" section on the website, a background element rather than the forefront of the narrative and marketing efforts? In our zeal to connect with the consumer ethos, it's crucial to remember that a brand's story, while enriched by its purpose, is ultimately told through the value it consistently delivers to its customers.
Éric Blais is president of Headspace Marketing, a consultancy that helps marketers build brands in Quebec. He can be reached at feedback@headspacemarketing.
