Here at Brand Weaver HQ we have a little bee in our bonnet… "brand purpose" it’s the buzzword du jour. And rightly so! Having a clear sense of why your brand exists, beyond just making a profit, can do wonders for your team's morale, culture, and even your customer base. It's like the North Star that guides your ship through the stormy seas of business, but…

Hold on to your hats, dear friends, because there's so much more to branding than just having a noble cause. While brand purpose is like the cosy fireplace at the heart of your home, there are other rooms in the house that need attention too.

Disrupting Category Conventions:

Imagine your industry as a grand old library where everyone is following the same old rules. Well, guess what? You can be the one who kicks down the door with a boom box on their shoulder blasting the Beastie boys and throwing the finger to everyone who tells you to shhh! Disrupting category conventions means challenging the status quo and doing things differently.

Take Airbnb, for instance. They didn't just offer a place to stay; they disrupted the whole accommodation industry by making travellers feel at home. They introduced unique, quirky stays, giving us treehouses and castles instead of just bland hotel rooms. Disrupting conventions can turn heads and carve your brand's name in the annals of innovation.

Tapping into Consumer Rituals:

Let’s face it… We all have our rituals, those little habits that make us feel connected. And if your brand can tap into these rituals, you're onto a winner! It's like joining in on a cherished tradition; it feels comforting and familiar.

Think about Apple. Their product launches are like the grand event for tech enthusiasts. People eagerly anticipate and scrutinize every detail. Apple tapped into the ritual of anticipating something new. By aligning with consumer rituals, you can create brand loyalty as strong as a classic handshake.

Claiming the 'Gold Standard' Category:

Who doesn't want to be the gold standard? It's like being the crown jewel in the business tiara. To claim the 'gold standard' category, you need to be the benchmark, the one everyone else aspires to be. It's not just about being good; it's about being the best.

Rolex isn't just a watch; it's the gold standard of timepieces. People don't just buy a Rolex; they buy into a legacy of precision and luxury. By becoming the gold standard, your brand becomes the one that others measure themselves against. It's like standing on the podium with a gold medal around your brand's neck.

So… while brand purpose is indeed a wonderful guiding star, remember that the branding universe is vast and full of exciting constellations. Disrupt, tap into rituals, and aim for that 'gold standard' category.

Peace!