Both a brand’s purpose and the CSR it may carry out are full of good intentions. However, they are neither the same nor do they have the same impact.
Purpose is, first and foremost, the brand’s reason for being.
It can be defined even before the brand exists. It is the starting point that explains its existence and from which all its strategies, actions, and communication will stem.
For its part, CSR is a business approach that also seeks to generate impact through various practices, but it is not always necessarily linked to the business model or the strategic pillars of the organization.
While brand purpose defines a roadmap that aligns values with the entire brand and business universe, CSR can operate independently of it. An example: a brand that supports reforestation as one of its CSR practices. Okay, you’re generating a positive environmental impact, but it’s neither aligned with your business nor does it connect with your target audience. It’s separate from the brand, its personality, its marketing, and its communication.
The disconnect between CSR and business is more common than it seems.
Purpose, however, establishes a solid bond with the community it connects with through shared values, a commitment, and the will to generate positive change through eco-social impact projects. This guides the brand’s marketing, creates conversations, and provides a roadmap from which its services and the benefits it generates for all emerge. Even the innovation and social transformation of brands are led by purpose.
CSR is an organization’s commitment to certain causes. Purpose, however, is the guiding light for the brand.
If you still don’t know your purpose, at ROSAPARKS Brands with a purpose, we help you define and activate it through creative social impact projects. Today, it’s not enough to build relevant brands. This is the era of transcendent brands 😉
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