When it comes to developing a successful brand, it is essential to have a clear purpose. A brand’s purpose is the core of its identity and it should be communicated consistently in order to create an emotional connection with customers. In this blog, we will explore why having a brand purpose is important in a B2B market, plus take a look at some B2B brand purpose examples. We will also look at how you can use brand purpose to engage customers, create loyalty, and drive growth.

A brand purpose is essentially a brand’s reason for being beyond making money – it’s a framework that guides business decisions and thought processes and provides a benchmark by which to measure everything against. A brand's purpose represents a brand’s reason for being above sales and profit - it is why you exist and should guide your mission that sets it apart from others. Brand purpose connects with consumers on a more emotional level and is the reason why people choose to engage with your brand. If you communicate it correctly, you’ll attract customers who share your beliefs and values, as well as employees who are driven towards the same objectives.Find out more about B2C brand purpose here.

The value of a brand purpose in a B2B market is that it brings humanity to an often unnecessarily inhumane market. Brand purpose has long been thought of in the context of consumer-led businesses, however, the premise of brand purpose is as relevant in B2B communications as it is in B2C.The question B2B brands should be asking is not whether purpose is necessary, but how to define theirs in a way which is legitimate. A business can make gestures and promises, but unless you’re genuinely pushing a purpose agenda inside and outside your business, it won't hold up to scrutiny. Note, having a brand purpose is different to CSR initiatives - a business can donate money to charity or provide employee volunteer opportunities, but this still doesn’t say anything about their product. For B2B businesses, having a clear brand purpose can help it differentiate itself from competitors and create loyalty among customers, who will be drawn to an organisation that stands for something more than just making money.

In recent years, a number of B2B companies have successfully demonstrated how to live their higher purpose with tangible actions, rather than “purpose-washing” which is seen so often, particularly with B2C businesses. Within the B2B market, there seems to be more of a focus on activating their purpose rather than just talking about it. Here are a few examples of B2B companies getting brand purpose right.

Restaurant operations platform Tenzo’s brand purpose is to improve operational efficiency and reduce food waste for restaurants & retailers. Their purpose for being is to help businesses become less wasteful, reducing the impact that humanity is having on the planet, and creating more efficient businesses that grow faster.Tenzo successfully communicates their brand purpose across their digital communications - they share their mission on their website, in their marketing materials, and on social media. They also feature stories and interviews of customers who have successfully adopted Tenzo's products and lifestyle. Through these stories, Tenzo reinforces their purpose of helping restaurants increase profits and reduce waste.

Squeaky is a marketplace for clean energy - their purpose is to accelerate the world's transition to clean energy. Squeaky enables corporate & public sector orgs to buy 100% clean energy directly from wind, solar or hydro generators. Their ambition is to “empower customers to detox the energy system and to accelerate the world’s transition to clean power”. Their purpose is effectively communicated throughout their online presence at every touch point, whether it be their website, Instagram or Twitter - customers can clearly see why Squeaky exists. This effective communication allows customers to connect with Squeaky on a more emotional level and helps create brand loyalty and growth.

Matchable is a B2B platform matching companies and their teams to innovative volunteering projects at nonprofits and impact startups. Their unique approach reimagines volunteering by offering unique upskilling opportunities. In 2020, Matchable became a certified B Corporation and was recognised as one of the Best for the World B Corps in both 2021 and 2022. Their brand purpose is simply to “solve real world problems” by matching ambitious people with volunteer projects that make a real impact and help tackle the world's biggest problems. Matchable communicates their brand purpose through their website, blog, and social media channels. They use engaging content such as blog posts, videos, and case studies to communicate the benefits of their platform, how their technology works, and their commitment to helping build meaningful connections. They also use these channels to share stories about successful matches and to provide resources on relevant topics. Through these channels, Matchable successfully communicates their brand purpose of solving real world problems.

Traace is a green-tech startup that allows companies to measure and manage their carbon footprint. Their purpose is to help businesses reduce their carbon emissions and deal with climate change using their carbon management platform. Their mission is to technologically equip all organisations to accelerate their transition to a sustainable model for the environment and society. Traace provides services such as carbon footprint assessments, greenhouse gas inventories, and carbon offset programs. They also provide training and support for developing green practices and supporting climate change initiatives.Traace communicates their brand purpose through their social media platforms, website and blog content. They use storytelling to illustrate how their products are helping to improve the lives of their customers. They also use their blog to share customer stories and successes, as well as stories about their own employees and their experiences. Traace also hosts events and webinars to further spread their message and engage with their community.

Duel is an all-in-one brand advocacy platform for eCommerce brands. The platform allows brands to manage brand ambassador and customer loyalty programs at scale to accelerate organic growth. Duel's purpose is to “change the way businesses exist and operate in our world today” and their mission is to build better brands through advocacy.When founding the brand, the vision was that purpose-led brands would redefine every industry, tipping the focus from shareholders to people. Brand and integrity would become the driver of growth, rather than budget. Knowing that there were no shortcuts to advocacy, they set out to create the software that would power this movement. Duel’s brand purpose is successfully communicated across their digital communications - they use their social media platforms to share stories that demonstrate their brand purpose in action and highlight customer stories and reviews that focus on how their brand purpose has made an impact. Duel has a clear manifesto on their website which outlines their vision, mission and purpose, allowing customers to make informed and emotional decisions on whether or not to interact with the brand.

As businesses continue to prioritise brand purpose, it is becoming increasingly important for B2B brands to stay ahead of the curve and engage their customers through a meaningful purpose. It is essential that B2B brands create a story that resonates with their target audience, inspiring them to become loyal customers. By creating an authentic sense of purpose, B2B brands can ensure that their customers remain engaged and loyal in the long run.Need help activating your brand's purpose? Get in touch! We specialise in campaigns with brand purpose. Email us at newbusiness@dontpaniclondon.comOur purpose and cause-led marketing services might just be exactly what you’re after.