The power of purpose in startups

[sanjida708]

Throughout my years advising startups on their path to market success, I noticed that there is one factor that consistently makes the difference: purpose. This revelation came to me while helping these startups forge their presence in the digital marketing world . I saw firsthand how those with a well-defined purpose not only had great communication possibilities, but also established a deeper and more genuine connection with their audience.

After more than 10 years working with companies that are today macedonia whatsapp number database leaders in their industry, I learned that in the dynamic startup environment, innovation and agility are vital. At the same time, the determination of objectives is not a mere detail, but the beating heart of any business that aspires to be exponential and relevant.

In this article, I'll tell you why I think purpose is crucial in startups.



Why purpose in startups has become key
In the changing global market scenario, brands are faced with an increasingly conscious and demanding public, where the products and services offered are no longer enough to guarantee success and consumer loyalty. This phenomenon results in a fundamental change in the way brands position themselves and communicate. In this way, the importance of the purpose and humanization of brands is brought to the fore . The reason for this change lies in a series of interconnected factors that reflect the social, economic and technological transformations of our time.

First, emerging brands are challenging the hegemony of traditional brands, not only through innovation and disruption, but also by adopting a purpose-driven approach. These brands understand that the modern consumer is looking for more than just a transaction ; they are looking to connect with brands that reflect their values ​​and aspirations .

This change is accelerated by the rise of social media and digital platforms, where interaction and direct communication with consumers are essential. In this environment, brands that are perceived as authentic, transparent and committed to causes beyond their economic benefits gain a privileged place in the minds and hearts of their audiences.

New challenges
The pandemic has intensified this trend, leading consumers to re-evaluate their priorities and demand more social and environmental responsibility from brands. Responsible consumption, recycling and respect for the environment are some examples of how consumers are redefining what they expect from companies. Brands that do not align themselves with new values ​​and merely pursue economic profit risk losing relevance and connection with their audience. This leads to a phenomenon called Human Branding. In other words, brands seek to be part of the community, rather than the community aspiring to be part of the brand.

This transformation goes beyond simply marketing products or services; it is about finding meaningful connections with people , improving their lives and inspiring them. Traditional positioning, based mainly on the place a brand wants to occupy in the market , has given way to a new dimension : brand position. This new perspective focuses on how a brand positions itself on important issues and its contribution to the world, not only in terms of the market, but in a broader, socially responsible sense.



Today's consumers
Today's consumers demand brands that are simple, easy to understand and, above all, human. They look for brands that not only offer quality products or services, but also have a defined personality , adopt clear positions and carry out actions in line with their philosophy . In this context, intangibles, such as the values, mission and purpose of companies, become as important, or even more so, than the tangible aspects of the product. Today, brands are becoming so humanized that consumers feel that they are made to measure and that they can converse with them.

This new trend forces brands to contribute in different ways to building and consolidating communities. Simon Sinek, a well-known marketing theorist, emphasizes that the key is in the “why” . When brands include a “why” that goes beyond profits, customers become their best ambassadors. Finding the meaning behind the brand and that “why” has become one of the most important tasks for any company.

The intangible revolution involves having the clarity to convey the right meanings and establish an ideal brand position. One of the most common mistakes brands make is to insistently seek a connection with their audiences, when what they really need to do is find mechanisms to become part of the community itself. The new marketing focuses on people and communities, on understanding them, establishing relationships with them and generating valuable and lasting dialogues . Brands must become so humanized that consumers feel that their brand is made to measure and that they can converse with it.