Having a great product and a fierce marketing campaign is not enough nowadays. Being an intentional brand is more crucial than ever, especially if businesses strive to connect with millennials and Gen Z customers. It is also an encouraging thought, as figuring out how to inspire your target audience will bring you halfway to their hearts. Essentially, intention drives inspiration and innovation.

They always begin with their purpose: why do they do what they do?

This asset is a big piece of brand building. Your brand’s purpose may not be unique, but the words you choose when you address it are exclusive to your brand. It helps you build your brand with integrity and transparency — precious facets for today’s generation. This purpose becomes your lighthouse during stormy weather.

They share their values to build deep emotional engagement with their target audience.

Buying an ad on a three-channel TV is not our reality anymore. It’s essential to talk about the brand’s story, values, and dreams with your customers to become engraved in their minds. Humanize the brand, and share its story. That way, the brand becomes relatable and memorable. Your customers start associating your brand with themselves, becoming its community.

They position themselves as guides, not champions, in their customers’ lives.

All this is good, but at the end of the day, it’s not about you or your brand. Your offer is a vehicle for your customers to achieve their internal or external goals. Creating a clear path for them to see and feel the way they need or want is essential. This process is quite remarkable as you start noticing new opportunities to serve your people meaningfully. It makes them realize your brand exists to drive them to a better place.

They focus on their customers’ journey and transformation, offering them a premium brand experience.

When your brand sends a message to your customers’ most profound dreams and desires with the intention to fulfill them, it becomes unforgettable. Your brand starts to click with your people. It all comes down to actively listening to your audience’s hopes and proactively delivering on making them come true. More and more brands embrace the concept of empathetic branding, which ultimately enhances the quality of people’s lives. It means they provide a premium brand experience. (becomes unforgettable, outstanding, distinguished) 

They take control of the message their audience is receiving, making it clear and relatable.

When your brand sends a clear message about what it does for its customers, it eliminates all the confusion. It means you are in total control of what you put out there. This is rather empowering. Consistently delivering an aligned message helps your audience shape the perception of your brand and develop feelings around it. In the process, your brand puts them at ease. 

Intentional brand comes from the place of purpose. It means they align all their messaging to reinforce the value they bring to the table. Brand strategy built on intention guides the choices you make in your business. Staying true to your brand’s purpose is essential for building a mindful community and reinventing new opportunities to improve your people’s lives. It is worth cherishing all this hard work.