Discovering and sharing your company purpose can help you win success.

1. Winning with Purpose
1.18.16

2. Who Are You?
• People don’t develop loyalty to your business, they develop
loyalty to your brand.
• Brand: the perception of your company
• Brand Loyalty is attained when your
company promise and behaviors are
aligned.

3. Companies With Strong Purpose Get More...
1. Customers
2. Employees
3. Strategic Partners
4. Public Relations Benefits

4. Purpose = Customers
According to a study done by Google in 2014:
“Consumers choose the brands that engage them on their
passions and interests 42% more often than they do those that
simply urge them to buy the product being advertised. As a
result, their path to purchase is actually their path to purpose.”

5. Purpose = Employees
• Millennials joining the workforce are more
likely to choose a company with a strong sense
of purpose and culture that aligns with that
purpose, than a company whose pay is higher,
but lacks strong purpose.
• Employees feel more important working for companies
who proactively share their purpose. This leads to less
sick days, better work performance, and less turnover.

6. Purpose = Strategic Partners
As long as you are consistent in aligning the behavior of your
business with your brand promise, you are able to connect
with other companies who share your purpose.
Common purpose = strong relationships = referrals

7. Purpose = Public Relations Benefits
• Upholding your purpose, despite opportunity for short term gains,
boosts your brand’s reputation and affirms trust with your
consumers, partners, and employees.
• Purpose creates brand differentiation and associates the purpose
with your brand, even when your brand isn’t present.
• (Think Nordstrom’s lack of a written return policy!)

8. Take-A-Ways:
1. Share your purpose where consumers are sharing theirs.
2. Connect purpose with purchase.
3. Emotional advertising isn’t enough anymore to influence
purchasing habits.
4. Consumers are becoming more purpose driven, and want to feel
good about what they’re buying and what the company is doing
to give back.

9. There’s A Lot More Where That Came From...
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