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As we've seen, placing purpose at the core of your strategy is generally a paradigm shift for organizations, driven by market changes we won't delve into here. What we’ll explore is whether there is a relationship between the purpose of positive psychology and the purpose of brands, a concept that’s gained shape and prominence in recent years.

Similarities and differences

Indeed, there is a noticeable similarity between the two concepts. During my studies, the significant difference I perceived between them is that the purpose of psychology is related to the individual, whereas the purpose of a brand is a collective effort that cannot be built solely within the organization, much less by the marketing department alone. It's a relationship that is built with various stakeholders and does not depend solely on an individual's intrinsic will but rather on a collective effort to move in the same direction.

Nevertheless, it's clear how closely they’re aligned with the principles of Positive Psychology, as outlined by Seligman. Purpose, or meaning, is essential for promoting well-being and happiness, both at the individual and organizational levels.

When a brand incorporates a genuine and inspiring purpose into its positioning, it not only differentiates itself in the market but also establishes a deeper emotional connection with its audience.

To elaborate, when a brand communicates its purpose clearly and authentically, it transcends mere product or service sales. It becomes a change agent that can positively impact society. This alignment between purpose, brand, and positioning is crucial for gaining the trust and loyalty of consumers, especially in an era where corporate values and ethics are increasingly valued.

Beneficial for all Involved

It's important to emphasize that brands aiming to establish a distinctive and authentic positioning aligned with a meaningful purpose are more likely to thrive in an increasingly conscious and demanding market. This approach not only adds value to the brand but also contributes to the well-being and satisfaction of customers, fostering a deeper and more enduring relationship with the brand.

Moreover, with a well-defined purpose, companies have a clear direction on how to act and operate within their sector, aiming to achieve their goals without causing harm to society or the community. Transparency and authenticity in communicating the brand's purpose are essential for building and maintaining consumer trust.

It's fundamental for brands to understand that purpose goes beyond the products they sell. It represents the company's values and beliefs, offering various business opportunities and avenues for engagement with society.

But how can this be put into practice and how can branding be used as a powerful tool to promote social well-being and create a positive impact on society? We will explore this in the final article of this series.

This is an article that is part of a series based on my postgraduate thesis in Positive Psychology.