These are exciting times for branding. " Disruption " has eclipsed the word “innovation,” as a way to get ahead. For me, innovation always seemed like a good intention, but was always too vague or expansive to deliver tangible results. Disruption is sharper, more focussed, we can see disruption at work in markets all around us. It’s not just incubator-born businesses formed by web natives; even so-called legacy brands are fighting back, refusing to be marginalised by the upstarts.

At the heart of many disruptive brands is a strong sense of purpose . A refusal to accept the status quo, a desire to improve things, and a healthy respect for people, as well as profit. The internet has levelled the playing field between brand and consumer. People are too marketing savvy to be fooled by disingenuous messages. This is where purpose sparks the attention of customers who are looking for more than incremental innovation. Ideas must have some genuine value, before we allow them into our lives. So why are purpose brands so good at connecting, where others falter…?

Contrast with competition

Because purpose brands are founded on a desire to see things done differently, they have a strong intent, which contrasts with competition and catches attention. Many brands fool themselves into thinking they have something unique, but more often, than not, their offer doesn’t stand up to scrutiny. By contrast, the strong desire to see things done in a better way, directs purpose brands to express themselves differently.

Think back to the grandeur of air travel, before budget airlines came to the fore. There was a sense that you were a privileged individual, flying in style, to far-off shores. This excess has been relegated to long-haul, business-class. Budget airlines have made air travel available for everyone, its simple and easy going, with a straightforward attitude that is matched by their branding and customer experience.

Message, behaviour, and expression are the cornerstones to forming a distinct brand. Purpose brands come with a strong message, that drives behaviour and instills a unique expression, naturally setting them apart from competition.

Single-minded focus

New businesses, products, and services, no matter how exciting they might seem, are always unfamiliar when launched. They have to earn their way into the market’s consciousness. Because purpose brands seek to improve on an unfulfilled need, they are often single-minded in their focus. This direct and helpful intention, is usually a welcome change in the eyes of customers. Our personal radars are set to filter out weak, vague or meaningless messages. The strong sense of intent that purpose brands carry, means their single-minded message will always break through.

Take for example Dove soap’s, “Campaign for Real Beauty.” It’s a genuine drive to reject superficial beauty, and celebrate natural beauty in all women. This single-minded idea, brings a deeper value to what could arguably described as a generic product.

Earning trust

People are naturally sceptical of anything new. Because purpose brands come from a core intent, to improve a dysfunctional situation, they don’t take trust for granted. They see themselves, as having something to prove, and go the extra mile to make their communication clearer.

When Apple crushed the MP3 player market with the iPod, they launched the product with the line, “Say hello to iPod. 1000 songs in your pocket.” This single-minded idea, was backed up by a two-pronged approach to earning trust. There was the famous silhouette ads, that gave a sense that this small, white device could liberate you and your music. Whilst this campaign built awareness, it was supported by ads that annotated the product, explaining how it worked. Though both an emotive and rational approach Apple guided us through their thinking to earn our trust; and clearly it worked. The effort to make things simple and clearer is acknowledged, people appreciate brands who make life easier, and reward them with their trust.

Attract investment

Investment is often a factor, that can make or break a young business. The investment market is bombarded with entrepreneurs, searching for the finances that will fuel their growth. Purpose driven brands distinguish themselves from competitor bids, because of their single-minded nature. They are customer focussed, with a strong intent on providing for an unmet need. They communicate their benefits in a clear way, and express themselves differently. This kind of focus is valued by investors, who often have to sell-on the idea to other financial institutions and can utilise the strong reasoning. Clarity of purpose makes an untested product, far more compelling to the shrewd eye of an investor, and can help the brand achieve the financial momentum it needs as it grows.

Customer appeal

Customer focus is often talked about, but some businesses only pay lip service to it. Usually we experience this in established businesses, who have achieved a level of operational success. The going opinion is that they’ve built a market, the product sells, so why rock the boat? This complacency leaves a vacuum where purpose brands are born. They react to the negligence and identify a better way. This resonates with often long-held feelings by customers who feel like they finally have a brand that understands them, and are willing to support it.

Method are the self-anointed “people against dirty.” They make eco-friendly detergents and exude a fun attitude towards looking after the planet. For example, their “Humanifesto” illustrates their ethics in an easy to appreciate way, without preaching. Their communication is both educational and endearing, something that is missing from the vocabulary of the established detergent manufacturers and it’s an approach that must be working. Method was once one of the fastest growing companies in America, and is now the largest green, cleaning company in the world.

Purpose has been most recently associated with new challenger brands, but now legacy brands are rediscovering their purpose, and fighting back with their own disruptive ideas. It’s a good time to watch and learn as businesses as brands are forced to confront disruption. It goes without saying that purpose driven brands, face challenges as any business does. However, those challenges are more like obstacles to overcome, when you’re driven by a more meaningful intent.