Purposeful marketing

Doing fewer things better, with greater impact

Purposeful marketing reflects who you are and what you want to be known for, boldly and intentionally.

80% of companies outperform the market when they are clearly linked to a purpose.

Insights 2020, Kantar Millward Brown

When you embed purpose deep into your brand and your culture, you build a thriving business by delivering value whilst making a positive impact. You attract the right customers and partners and retain the right employees through shared values and ambitions. Your marketing efforts are focused, strategic, distinct and effective, so you chase less and accomplish more.

Businesses with a clear ‘brand purpose’, those seen as making lives better, grew three times faster in value on average over the past 12 years.

BrandZ 2017, Kantar Millward Brown

I will help you fuse great marketing practice with organisational culture to embed attitudes and behaviours that align with your vision of the better world that your business creates. Jump over here to read more about the link between brand and culture.

“Sharp, insightful and focused. Kirsty can work between silos to help pull together the bigger picture to drive results for clients.”

Craig McGill, Weber Shandwick

How purposeful marketing will set you apart

As marketing gets faster and faster, and arguably increasingly superficial, it’s easy to be overwhelmed by new, shiny digital channels, and act on the feeling that you need to pile on tactics to be visible.

Focusing on fewer tactics which align and connect with your perfect customers and partners – those like-minded people who share your ambition and values – will produce better results.

Purposeful marketing allows you to be distinctive and different by making a difference.

Adapted from The Cause Effect

As soon as you shift to purposeful marketing, you’ll find you are able to…

  • Communicate your brand promise by going beyond the product / service and selling the idea
  • Attract customers and partners with shared values to become their brand of choice
  • Strengthen customer, partner and employee loyalty through clear and honest practices
  • Create messages and marketing that are compelling, consistent, distinctive, relevant, believable… and that deliver far better returns

Unilever’s sustainable brands, with a strong social or environmental purpose, grow 50% faster than the rest of the business.

Paul Polman, CEO of Uniler

Purposeful marketing is an ideal fit for your business if:

  • You’re looking for more: more fulfillment, more success and more meaning from business and life
  • You struggle to answer the question, “why should I buy from you?”
  • You suspect or already know your customers and partners want to do business with brands that have a strong mission and a clear purpose
  • You need a relevant, compelling, believable, inspiring and unifying idea that will appeal to the funders and partners who can help you scale
  • You need to keep your marketing efforts lean, yet effective, powerful and principled
  • You can see enormous potential to unlock both brand and social value, but you’re not sure how or where to begin

“…gets to grips with the deeper ambitions of your business and makes sure your marketing investment has a lasting – not just superficial – impact.”

Annabelle Beckwith, Yara Journeys