Driving impact and growth with Purpose
Supporting the MEA region's growing startup community and as part of the DMCC Impact Scale-Up Programme Powered By C3, last night we ran our Purpose-driven Brand Strategy workshop—bringing twenty impact-focused businesses, all contributing to the realisation of UN Sustainable Development Goals (SDGs), round the table to talk Brand.
Leveraging C3 impact accelerator’s extensive network of experts, investors and blue-chip partners, the DMCC Impact Scale-up Programme is a tailored training programme covering several business expansion pillars: go-to-market strategies, sales and marketing, investor readiness, ESG agenda and impact measurement.
Firstwater's session followed two earlier workshops facilitated by sustainability experts. The first focused on 'ESG and Engaging with SDGs', and the second was on 'Theory of Change'. Taking models and inspiration from both of these sessions, we introduced the cohort to the central building blocks of Higher Purpose and Brand Strategy ⏤ using our Sustainable Brand Model Canvas to frame discussions on the changing role of Brand in activating impact to bring an entrepreneurial vision to life.
After fifty minutes of baseline theory, the cohort was asked to consider the emotional relevance of their respective Theory of Change model and, using a brand narrative framework, scale back complexity to examine founding principles, ideals, and experiences behind two selected businesses. Given the diversity of the room, to no surprise, the break-out sessions revealed two very different but equally personal and inspirational stories powering each startup!
In keeping with the enthusiasm, openness and generosity of this remarkable cohort, we wanted to replay just some of the themes and takeaways from last night's workshop:
1. Purpose gives context
Impact-led businesses are born from an idea, a solution to a problem. But for the company to truly thrive and grow, it needs Purpose — a clear sense of why it exists and for whom. Purpose provides the engine to drive the business forward and help weather storms. When you're clear on your business's Purpose, it becomes easier to make decisions that align with that Purpose. It also becomes easier to communicate your message to the world. Your Purpose can be a north star that guides everything from raising investment, hiring talent, developing products, and keeping your marketing on point.
2. Purpose leads Brand
Brand is one of the most important vehicles for your business's Purpose. It's how you communicate who you are and what you stand for. But it’s also a conduit for change.
Creating a brand that champions your Purpose can be challenging, but it's worth getting it right. Your Brand should reflect your values and how you want people to feel and act when interacting with your company. If you're unsure where to start, plenty of resources and tools help you get started, including books, courses, and podcasts. Once you understand who you are as a business, you can begin to craft an identity that reflects that.
3. Purpose drives marketing
Your business's Purpose and Philosophy should define your brand and drives your marketing. How you position yourselves in the market, the messages you communicate, and even the channels you use should all be guided by why your business exists.
For example, if one of your values is thoughtfulness, then using sustainable packaging materials or investing in renewable energy makes sense for your business (and is likely popular among stakeholders). On the other hand, if one of your core values is innovation, investing in new technology or partnering with startups might be a better fit. No matter what route you choose, make sure it aligns with your principles, values and Purpose.
In short
Clarity of Purpose is essential for any business that wants to thrive long-term. When you're clear on why your business exists, making decisions and taking actions that align with that Purpose becomes easier. Motivating employees and building relationships with customers and partners also become more manageable.
Purpose is a guardrail that guides everything from branding to product development. So if you're unsure where to start, begin by asking yourself why your business exists in the first place—and let that answer guide you forward into driving meaningful growth for your company.
Last night, we had the privilege of meeting some outstanding entrepreneurs and their incredible business ideas. And we're looking forward to seeing (and experiencing) what comes next!
