Image from Toms
They also have a stories page that provides a deeper dive into their brand purpose and the different initiatives they’re working on to achieve that purpose.
Image from TOMS
But while their brand purpose is integrated into their overall brand, they also let their products take center stage when appropriate — like on their product pages.
Visitors can access more information about TOMS’ brand brazil mobile database purpose no matter where they are on the site thanks to the “Your Impact” link in the navigation bar — but they also realize that product pages aren’t necessarily the place to outline their brand purpose in detail because, you know… people want to shop.
TOMS uses their brand purpose strategically in their marketing – if you want to use your brand purpose effectively, you should plan to use the same objectives.
Statement
Having a brand purpose is one thing, but standing by it is another. Consumers aren’t stupid; simply stating your brand purpose isn’t enough. If you want them to truly trust you, you need to be willing to take a stand for your brand purpose — even when it’s difficult.