Purpose is at the core of branding

Abstract

Purpose is the bridge that brings people together. Where conflicting instincts, interests and motivations will divide, purpose unites. It is the glue that binds. When different groups act in the interest of the same purpose, they increase each other’s value. A leader whose goal is to engage all of the people who will make the company successful needs a purpose that resonates across the spectrum. When a company’s brand resonates with purpose, all the vibes it puts out into the world sync together into a singular tone. This paper reviews what happened when the owners of Nordic technology giant EVRY demanded a turnaround strategy, introducing a new management team, which instigated research into the company’s purpose. Mission was invited to discuss possible ways forward with an emphasis on brand building and concluded that EVRY needed to be rebuilt from within: where competitors promised ‘transformation’, EVRY provided tangible advantage. This was a major motivating factor among employees throughout the organisation. EVRY’s purpose has brought a breath of fresh air to all business units, providing renewed motivation.