For modern brands looking to get ahead of the competition, it is crucial to have a purpose designed to elevate communities and make the world a better place in some way. In this presentation, we cover five ways marketers can start injecting a brand purpose into their messaging and campaigns, raising ROI along the way.

1. FIVEWAYSTOMAKE
YOURMARKETING
MOREPURPOSEFUL

2. “We are moving away from a traditional command-and-control, hierarchical
way of leading into a more purpose-based leadership, where you give a
broader mandate to people to drive things, and more empowerment across
the organization,” says Björn Annwall, SVP of strategy, brand, and retail
at Volvo. Like many marketers, Annwall understands that the days of brands
and corporations simply selling things are over — they must do more for
their communities. Because identifying and exuding a purpose not only
makes good social sense, but also good business sense, brands that don’t
do it will be left behind. With that in mind, this presentation takes a look
at five ways marketers can leverage brand purpose and inject it into
their messaging and campaigns.

3. SETAGREENGOALANDPUBLICIZE
YOURBRAND’SQUESTTOHITIT

4. Green initiatives provide a wealth of opportunity for brand marketers
looking to push their brand toward a higher purpose. Whether you focus
on sustainability, your brand’s carbon emissions, using less paper, or
something else, set a goal and publicize the journey. If you can create
a campaign that invites customers to somehow assist in your quest to
hit the brand’s green goal, even better.
4© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

5. TAKEASTANDANDFUNDRAISEAROUNDIT

6. There are ample examples of brands doing this type of thing. Perhaps
best-known is Patagonia’s announced plan to donate its savings from the
2017 federal tax cuts — $10 million — to climate change awareness.
While this isn’t exactly a fundraiser, it is illustrative of the idea. Find a
cause that is relevant for your brand and launch a campaign where you
pledge to donate a percentage of all sales to that cause.
6© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

7. FINDAWAYTOGIVETO
THOSELESSFORTUNATE

8. Whether it be free product or a large cash donation, purposeful brands are
always looking out for those less fortunate. But just making a donation or
giving away products for the heck of it doesn’t cut it. Instead look for an
angle that makes sense for your brand. If you sell bottled water, pledge a
certain amount to fix the Flint, Mich., water crisis. If you’re a food purveyor,
donate a percentage of your product to a food-starved community. With a
little imagination, you’ll be able to find the cause that’s right for your brand.
8© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

9. DEVELOPAPROGRAMTOALIGNEVERY
EMPLOYEEONTHEBRANDPURPOSE

10. From a day of service to a fundraiser, it’s easy to involve your employees
with your brand’s purpose. Take it a step further and have them serve as
advocates for all the good the brand is doing. You can do this by launching
a social media ambassador program and enlisting employees to share on
their social media channels the messages of your brand purpose. It will
publicize your brand’s purpose without seeming too much like an ad.
10© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

11. GIVECUSTOMERSACHANCE
TOSHARETHEIREXPERIENCES

12. Rather than creating your own ads to promote the difference your brand
makes, let your customers share their own stories of how your brand purpose
impacted them. Customer testimonials will always be more powerful than
more traditional advertising. After you’ve settled on the brand purpose
and have started to take action to exemplify it, reach out to those you’ve
impacted and ask them to tell their story.
12© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

13. Want to discover more ways you can start being more
purposeful in your brand marketing? Our brand-new
ANA Center for Brand Purpose can help with that.