Is your brand walking the purpose walk

Purpose-led brands do more than talk up their reason for being. They put it into action, infusing purpose into experiences, culture, products and services. Principals employer brand director Claire Gallagher explains.

Australians expect brands to do good.

That’s the key takeaway from the 2024 Good Study that found 96% of Australians believe it’s important for brands to do some form of good in the world, while 57% do their best to avoid brands that aren’t doing any good at all.

In this climate, it’s more important than ever for brand guardians to be clear on what the brand does and why it does it. That means articulating purpose and providing a north star – something for your people to orientate around and aspire to.

You could call it being purpose-led.

To be truly purpose-led means ensuring your purpose lives through experiences, culture, products and the services you offer. More than messaging, it’s all about action.

So how can you ensure you’re walking the purpose walk and not just talking the talk?

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Read the full article on Mumbrella.

Claire Gallagher is Employer Brand Director at Principals.

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