Understanding why you do what you do is critical to effective marketing.
What’s your business’s purpose? Being able to answer that question will go a long way toward helping market your company more effectively, and having greater meaning in the minds of your customers.
What do we mean by “purpose?”
It’s a term that’s getting a lot of attention in marketing and branding think pieces these days, so much so that many people might dismiss it as a buzzword. While it might be a bit overused, that doesn’t mean it’s not important.
Your business’s purpose is the reason it exists. Why it was founded. What you were put on this earth to do.
If you’re a remodeling contractor, you might answer that question by saying your purpose is to provide remodeling services or to renovate people’s homes. But that’s not your purpose. That’s your work. That’s how you accomplish your purpose.
To think about your purpose, digger a little deeper. Think about why you do what you do. Consider how your work affects your customers’ lives. What emotional benefit do they get when they work with you?
For building and remodeling contractors, answering those questions might be a little easier than it is for other types of businesses. That’s because you’re building and improving people’s homes. The idea of home has a very strong emotional connection for people, and contractors would be wise to tap into that emotion in stating their purpose.
It’s not enough to simply state that “We create a home for our customers” as your purpose. You need to be more expressive and more specific. You need to articulate in greater detail why you do what you do, and why it’s so important to your customers.
Also, please note that the notion of home is just an example we’re offering. Your purpose might be very different, depending on who you are, who your customers are, and where you operate.
Your business’s purpose might be:
- preserving historic homes in your area.
- building communities where people can connect and enjoy a greater quality of life.
- bringing old-world craftsmanship to every job.
- supporting charities in your community.
It could be something else entirely. It could be a combination of a few different ideas. There isn’t a right or wrong answer; it really depends on who you are.
Once your “purpose” is defined, what’s next?
Once you have determined your purpose, the result should be a short statement – almost like a mission statement – that will then serve as a starting point for your marketing as you move forward.
This might seem very difficult or very easy, and the truth is it’s probably both. But it’s not something you should take lightly. Understanding your purpose, and having that drive your marketing, is crucial to connecting with your customers and building trust with them.