Get All Access for $5/mo

6 Reasons Why Brand Purposing Outplays Positioning The first thing that comes to mind while thinking of brand building is positioning

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

Shutterstock

Brand building has always been important and in today's world of cut-throat competition, fractured media and consumer indifference, building your brand has become even more important. The first thing that comes to mind while thinking of brand building is positioning. While positioning is about creating a differentiation for your brand, Purposing is about making a difference to people's lives.

"Purposing' is amongst the latest branding buzzwords making waves. Is it something entirely novel? No! Either consciously or intuitively, some great brand teams have undertaken this route. Purposing is a branding approach that induces behavior change by effectively shifting brand interaction from consumer engagement to human engagement. It also takes into consideration the ever-evolving post-digital consumer mindset.

The model helps in re-framing the business you are in, AirBnB is in the business of "helping people belong anywhere', not merely in the business of helping people find rooms and home stays when they travel. This unique purposive re-framing of your business helps you approach every aspect of your business and brand with a single consumer-centric vision.

Imagine the power of every aspect & every function of your business working with the end-consumer / customer in mind. Magic is bound to happen. In order to embrace brand purposing, it is essential to understand the key differences between the clichéd positioning and the magic of purposing.

#1 Purposing is for people and society at large

Positioning is for a certain, specific consumer segment; whereas, Purposing impacts people in general and society at large. Therefore, positioning gains a mind-shares by propagating brand benefit, but purposing gains life-shares by truly impacting consumers' lives. Purposing earns your brand social capital, positioning does not.

#2 Purpose has a wider approach

The primary manifestation of Positioning is brand communication. Whereas, purpose application is much wider; it is the guiding force that directs an organization's culture and policies, product design and innovation, consumer behaviour change, brand communication, to name a few. It is driven by an organization's values and heritage and is a foundation on which the brand's mission, vision, belief, positioning, personality are crafted.

#3 Purpose is proactive

Positioning is crafted as a response to the external environment and aims to have a differentiation with respect to competition. Au contraire, Purpose is proactive, and aims to solve a larger consumer/societal problem. In doing so, it automatically ends up establishing a differentiation over competition and creates a blue ocean for the brand to play in.

#4 Purposing will have a long lasting impact

Positioning is more elastic; it can be altered relatively more frequently and is easier to execute. Purpose takes time to emerge and implement. It also has to percolate through all levels of the organization. It doesn't change, but can evolve over time. Purposing can last you a lifetime, positioning possibly lasts a campaign or two now – a days.

#5 With Purposing You Embrace A Philosophy

Since Positioning answers "Who we are", it endeavours to sell the product. Purpose dictates "Why we exist," and therefore embraces and propagates a philosophy, which people tend to adopt and champion. Like in the case of Apple or Tesla etc.

#6 Positioning Loyalists are more fickle than Purpose Loyalists

A crucial, perceptible difference between the two can also be seen in the type of brand loyalty that they invoke in their respective customers. A Positioning loyalist defends his/her brand only on product performance. Whereas a purpose loyalist will not just defend product performance but also, the brand's intangible aspects like its values and philosophy.

Purpose brands are therefore trusted more, loved more, recommended more, followed more and even forgiven more, because they happen to make a real difference to people's lives and the world they inhabit.

Kalyan Ram Challapalli

Chief Strategic Instigator, Wolfzhowl

Kalyan comes with the belief that one should ‘Be selfish with complexity & magnanimous with simplicity’, especially, when it comes to craft of strategy and brand building.

Over 16+years of work experience across Indian & Asean market in the advertising agency & client side, Kalyan started WolfzHowl five years ago in order to create a media-agnostic, bespoke brand strategy firm that engineers the brand by instigating behavior change both internally and externally.

News and Trends

Tata Punch And Nexon Score Perfect 5 In First BNCAP EV Crash Test

Under this system, vehicles will receive between one and five stars, indicating their safety in a collision. Known as BNCAP, this voluntary rating system was implemented on October 1, 2023.

News and Trends

RENEE Cosmetics Raises INR 100 Cr in Series B Round

Through all rounds to date, the Ahmedabad-based beauty brand has raised about USD 45 million in total.

Starting a Business

I Left the Corporate World to Start a Chicken Coop Business — Here Are 3 Valuable Lessons I Learned Along the Way

Board meetings were traded for barnyards as a thriving new venture hatched.

Business News

Apple Reportedly Isn't Paying OpenAI to Use ChatGPT in iPhones

The next big iPhone update brings ChatGPT directly to Apple devices.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Branding

ChatGPT is Becoming More Human-Like. Here's How The Tool is Getting Smarter at Replicating Your Voice, Brand and Personality.

AI can be instrumental in building your brand and boosting awareness, but the right approach is critical. A custom GPT delivers tailored collateral based on your ethos, personality and unique positioning factors.