Retail Observer

December 2019

The Retail Observer is an industry leading magazine for INDEPENDENT RETAILERS in Major Appliances, Consumer Electronics and Home Furnishings

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DECEMBER 2019 RETAILOBSERVER.COM 45 WHY BRAND PURPOSE MATTERS: • It impacts your customers' world. Brands with a purpose can have a profound impact on their communities, as well as their customers. • It builds trust and loyalty. When it comes to brand purpose, authenticity rules. By being consistently real with your customers you'll build trust, and trust leads to loyalty. • It sets your brand apart. A publicly activated Brand Purpose will differentiate your brand from the competition. When customers know what you stand for, they'll want to align their values with yours. This is how people choose to belong to your brand. • It drives your culture. A clearly activated purpose rallies your team around a strong motivating center. Your Brand Purpose activates the soul of your business and aligns the team's actions and behaviors around it. • It defines your customers' experience. As your employees rally around and live your Brand Purpose, they'll embody it in how they treat, serve, and communicate with the customers. This is ultimately what creates your customers' experience of your brand. When you deliver on your Brand Purpose, the customers will trust you. Remember, your consumers buy your Why, but only if they know what it is and if they trust it. For the past 25 years, Steve has served as an advisor and consultant on brand strategy, organizational life, and humanized marketing strategy. He has worked with companies such as Samsung, Habitat for Humanity, New Balance, Sony, LG, Amazon, NFL and MLB franchises and is a regular speaker for TEDx, Creative Mornings, CES, HOW Conference, Social Venture Network, American Marketing Association, and AIGA conferences. Steve has published two books, Brand Love and Loyalty and Humanizing the Customer Journey, as well as a forthcoming book, The Evolved Brand: How to Impact the World Through the Power of Your Brand. He has been featured in Business Week, Brand Week, Ad Age, Conscious Company Magazine, MarketingProfs, and HOW magazine. Steve leads his own brand and business strategic consultancy, Mth Degree. Contact:, 619-234-1211 or RO THE RETAIL AN EYE ON THE INDUSTRY SINCE 1970 For more info: 800.393.0509 SUBSCRIBE TODAY! — print & digital access — Essential resources for the independent retailer I n d u s t r y N e w s • Tr a d e s h o w E v e n t s B u y i n g G r o u p s • R e t a i l Vi e w s Tr e n d s • a n d m u ch m o r e . . .

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