What higher purpose does your brand serve? Today, consumers want brands to stand for something bigger than themselves – taking a strong stance on making a positive impact on the world. Brands must demonstrate where they fit into the larger human story, not simply tell a brand story.
This new desire on the part of consumers informed our efforts to rebrand a national interior design publication, i+s (formerly interiors+sources). This Midwestern-headquartered brand is dedicated to informing its readership of architects and interior designers about the latest developments in design, including cutting-edge products that designers can specify for projects.
When it was time to redesign the publication for 2021 and beyond, we asked readers: What if you could change the world by simply doing what you love to do every single day? Architects and interior designers have the ability to reverse climate change or rid the ocean of plastic simply by making smart design decisions and being thoughtful about the products they specify. We believe i+s sits at the intersection where design meets purpose – a place where this Midwestern media brand can serve the world by helping designers make beauty while making a difference.
Brand stories must transcend the purely aesthetic, the fluffy, the design for design’s sake and focus on finding a higher ground to stand on. Tell stories of function instead of form – for example, a touchless faucet isn’t just a beautiful faucet, it’s a beautiful faucet that also conserves water and allows people to avoid touching surfaces others have touched. Stories about purpose-driven brands resonate with consumers and drive spending behavior, leading purpose-driven brands to grow faster than their competitors. Do you know what purpose your brand serves, and can you communicate that to your prospective customers?