Persuasion vs Purpose

In the end, many brand strategies attempt to merely persuade. To influence a purchasing decision. A great deal of thought, time, and resources are consumed (or wasted) in order to persuade. To manipulate behavior and to inform a decision. Is this the most worthwhile endeavor? The most worthwhile use of resources?

When developing brand strategies, many times the demographic or target audience is the focal point. But here’s the problem … Brands can’t interact with a demographic. Brands interact with people. So, where should brands focus? The most important aspect of a person is most oft overlooked. Purpose. A person has purpose, even though he may not fully realize his purpose. It does exist. That is undeniable.

Since brands interact with people, and the most important aspect of an individual is his purpose, then how can a brand tie into that purpose. Or better yet, help to serve that purpose. No brand will ever fulfill an individual’s purpose … by no stretch of the imagination. The point is how can a brand be relevant to that innermost aspect – purpose. Can brands be driven by purpose? Driven by the purpose of those with whom the brand interacts?

Purpose should be the focal point, not persuasion. Once found, purpose lasts a lifetime.