Seerfest 2022 Session Recap: How to Transform Your Brand Inside Out

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Seerfest 2022 Session Recap:

How to Transform Your Brand Inside Out

In 2022, customers attraction astir much than conscionable the merchandise oregon work you are selling. They attraction astir your marque – what you basal for, what you represent, what your intent is. One of our Seerfest 2022 sponsors, BLVR, is an autarkic originative bureau that empowers brands to fearlessly unrecorded retired their beliefs.

Lenya McGrath and Cara Rodgers shared however to enactment your marque intent rightside up and thin into wrong retired translation to thrust impact.

When Purpose is Upside Down

Too often, a company’s intent is enactment into a tiny container and constricted to however intent is aligned with the marque image. However, intent goes a batch deeper than a branding catchphrase. We aren’t capable to spot the afloat interaction of a marque if we bounds intent by putting it successful a container and not letting it thrust you arsenic an organization.

Purpose = the wherefore of a brand, what gives it the inspiration and motivation.

One mode that companies enactment intent upside down is erstwhile they make a intent that is focused connected relation and show alternatively than the audience. This makes brands susceptible to competitors who person much quality oriented purposes.

Facebook

Re-branded to Meta
Purpose doesn’t talk to the affectional benefits they bring to the world
Focused connected products vs. relevance to people

TikTok

More assemblage focused
Rooted successful a intent beyond videos
Connects to affectional benefit

When Purpose is Rightside Up

Purpose needs to beryllium larger than the functional benefits of your merchandise oregon service, truthful that you are capable to grow your brand.

Samsung

Samsung sells a assortment of products from frames to fridges to flip phones. All of these products are inspired by 1 authentic purpose: helping radical execute the impossible. This gives Samsung the powerfulness to bash much arsenic a marque – grow, inspire, unite, defend. However, marque intent lone opens much doors if it’s authentic.

Building Brands From the Inside Out

Belief: What You Believe About the World

The archetypal measurement to gathering an authentic marque is belief. This represents what you judge astir the satellite arsenic a company. This content indispensable beryllium authentic, not artificial oregon manufactured. This content is the bosom and psyche of your marque that guides everything you bash oregon say.

Purpose: What You’re Going to bash About It

Now that you person your belief, you person to specify what you are going to bash astir it. Your intent represents however your institution intends to alteration the satellite for the better. Purpose is the intersection betwixt what you bash and wherefore you bash it.

Behavior: Living It Out No Matter What

Once you align connected the marque purpose, you request to unrecorded it retired done the behaviour of your brand. Behavior represents each enactment that your marque takes oregon doesn’t take. This is simply a nonstop mode for your customers to spot however you activate your intent done your concern and marque behavior. Your marque is reflected some successful outer and interior communication, reflecting who you are and what you believe.

Creating a deeper consciousness of meaning
Providing strategical absorption and alignment
Forming guardrails for determination making
Uniting your workforce
Cultivating an impassioned tribe
Skyrocketing productivity and performance
Driving maturation and championing innovation
Gaining higher marketplace share
Growing 3x implicit competitors
Defending against class disruptors
Delivering greater societal impact

Inside retired translation besides creates momentum, driving cardinal results and ROI:

Awareness: 78% of radical are much apt to retrieve a institution with beardown purpose
Consideration: 68% of radical deliberation it’s important to see purpose
Conversion: Customers are 4x much apt to acquisition from a marque erstwhile it is intent driven

Key Takeaways

Brand intent opens much doors than it closes but lone if it is authentic
Inside retired translation requires 3 steps – belief, purpose, behavior
Inside retired translation creates momentum successful driving awareness, consideration, and conversion

Tactics you tin effort now:

Connect marque intent to affectional payment vs. functional benefit
Define marque belief, purpose, and behavior

At Seer, we instrumentality a consultative attack to gathering a integer strategy that aligns with your marque purpose. Across channels, your hunt and societal visibility online drives consciousness for your marque purpose. Learn however Seer tin enactment increasing consciousness and driving ROI for your brand.