When we talk about the marketing mix we think of the 4Ps, which I discussed in an earlier blog. This time we are going to talk about the 5th P of marketing, which is Purpose. We will also discuss how this applies to our brand as we develop and grow it.
WHAT DO WE MEAN BY PURPOSE?
This is when you ask yourself why it is that you do what you do. In our industry most people will say “because I love animals” but this goes deeper than that.
If you are in pet care, do you do it because you want to help pet owners have a peace of mind while they are working or traveling, or do you want to make sure that every pet has the chance to not be alone while their owners are away?
If you are in pet grooming, do you do this because you want to help the owner properly care for their pet and not let them become matted, or do you enjoy making pets look and feel good which in turn makes the owner feel good taking them out on the town with them?
If you are in pet transport, do you want to help make sure that the pet has a smooth stress-free transition from one place to another without having to fly or be kenneled in a mass transport vehicle, or do you enjoy traveling and are looking to make income as you travel?
As Ricardo Arias-Nath says in a video about “How to Develop Brands with Purpose”, PepsiCo’s motto is ‘Performance with Purpose’. Whatever your business is providing, and whatever your purpose, it is important to know that as you build your brand you should keep your true purpose for starting your business, top of mind.
SHOWCASING PURPOSE THROUGH BRANDING
Once you have deep dived into your why, and realized what your true purpose is for starting your business, you then need to share this with your audience through your branding. When you create your social media posts you can use #fortheloveoftravel or #travelingwithpets if you are that person that loves to travel with pets and that is why you decided to offer transportation as a service. If you are at a local event and have a booth where you are face to face with potential and current clients make sure you express to them the passion behind why you do what you do.
Every client knows that we work in our industry because we love animals. They know we work hard, and they may even know our purpose if we have shared with them about it; especially if we branded ourselves correctly in the community. The purpose of our brand being known in our local community comes first, and then we can grow the size of our community by sharing our brand online. So, let’s share our brands and our purpose with everyone!
SHOW THE WORLD THE PASSION OF PROFESSIONAL PET CARE!
Brand with purpose! Your values are your voice.
~ Ashley Lee
“Pet Pro gone Marketing Pro”
