The Key to Building Winning Brands Today and Tomorrow

By Andy See Teong Leng, Founder of Perspective Strategies.

It is without a doubt that businesses and brands need to reinvent and reimagine for the future marketplace. Today, the purpose agenda dominates discussions in boardrooms. Importantly, the ability to communicate our corporate purpose well is very rewarding as it helps build trust and solidify relationships with investors, customers, employees and other key stakeholders.

In this regard, we must realize that our purpose journey is not just about announcements. That would be PR’s worst nightmare.

For example, environmental, social and governance (ESG) commitment has to be at the heart of an organization – its leaders and team members must walk the talk. That’s how the world decides whether it can trust a brand or organization. Thus, it is key that everyone in the organization is walking together in this journey of purpose.

After all, if our PR and communication efforts are built on hollow promises – would our stakeholders, especially our people, believe in them? Would they last? Will they backfire?

These are five key questions we need to answer with clarity to start building a brand that stands above others in the market.

1. Why is this important to us?

Help your people gain clarity about what your company stands for. Have clear mission, vision and values. Explain why it matters and the expected behaviors in light of them.

2. Who are our stakeholders?

Having clarity about target audiences and stakeholders helps provide a better understanding of what matters to them, especially their expectations and current perceptions of a brand’s commitment to ESG.

3. Where do we want to be?

For ESG goals to be meaningful, the organization has to have clarity on its direction and outcomes. Clear short-, mid- and long-term goals set the stage for planning what needs to be done.

4. How will we get there?

Having clear plans and processes in place to achieve these goals will also provide clarity on the costs and efforts needed to succeed.

5. What are we doing to communicate?

Our purpose and what we are doing to achieve our goals must be shared with our stakeholders for us to succeed in the marketplace. We need to win their trust by consistently showing them what we are doing to deliver on our promise.

By being authentically purposeful, we will have more engaged employees and stakeholders. They will naturally want to be ambassadors for the brand. After all, we live in a shared marketplace today. Brands that consistently deliver on their promises and share their stories well with stakeholders will indeed win hard-core fans. These fans will in turn help co-create and share their stories with friends and families. This, essentially, is the heart of PR.