Here’s a data point that stopped me in my tracks: 77% of brands could disappear, and no one would care. Maybe if the Nikes and Apples of the world went poof, people would notice. But for so many of the brands out there, if they went away tomorrow, their customers would just get what they need somewhere else.
And the brands that people would miss? What sets them apart? They make great products, certainly. But there’s something more about them: They have a purpose.
A purpose-driven brand stands for something greater than the products it sells. Every action it takes is guided by its core values, which it shares with its customers. Most importantly, a purpose-driven brand meaningfully makes a difference in the lives of its customers and its communities.
These are the brands people care about, and more and more, look to buy from. A recent study by the Zeno Group found that when consumers think a brand has a strong purpose, they are 4 times more likely to purchase from the company and 4.5 times more likely to champion the company and recommend it to friends and family.
Where does purpose live on Amazon?
Amazon, with its laser-beam focus on low prices, huge selection, and customer convenience doesn’t make it easy for purpose-driven brands to shine.
Despite newer programs like Climate Pledge Friendly, which helps shoppers discover and shop for more sustainable products on Amazon, or Buy Black, which gives shoppers a way to support and shop from Black-owned businesses, it can be tricky for people to find new, purpose-driven brands, and even when they do stumble on them, learn about the brand’s mission and values. Shoppers really have to go hunting.
But there are things a brand can do to make sure their message gets through.
1. Use your brand store
Amazon is putting an increased effort into driving traffic to brand stores, which makes it a perfect place to highlight your brand’s larger story. Add an “About us” page and highlight your sustainability practices, your community initiatives, or your brand’s origin story. And don’t shy away from weaving a few of these messages into your product-focused store pages too.
2. Devote a bit of space on your listing pages
Brands have seven to nine enhanced listing images (ELIs) and A+ content to play with on their product listing pages. While the best practice is to use most of this real estate to promote the benefits and features of the product, adding a banner in the A+ or one ELI about your brand’s purpose can increase conversion rates. And that’s because shoppers feel better about their purchase decision when they know they are buying from a purpose-driven brand.
3. Consider custom DSP advertising
With the right targeting strategy, custom DSP advertising is a great way to get your brand purpose story in front of new shoppers, to give shoppers that look but don’t buy a reason to reconsider, and to strengthen the bond with existing customers. For shoppers comparing your brand against competitors, your custom ad can help them understand the unique difference your brand offers.
4. Make sure your messaging is synched wherever customers find you
Most shoppers—75% of them, in fact—use Amazon to discover new products and brands. So it’s not uncommon for someone to find your brand on Amazon, then hop on over to your DTC site or social feeds to learn more about you. Shoppers should be getting a consistent message wherever and whenever they are engaging with your brand. And when all platforms are aligned, they can only help amplify each other, and reinforce a shopper’s purchase decision.