A brand’s purpose should be the center of attention in order to gain success. A brand with a strong purpose not only helps the overall good of society but also helps customers know what they stand for through purpose-driven brand actions. In a world in which consumers can quickly find out if a brand is acting on their promise, it is crucial for brands to be transparent, create connections and a strong relevance with their consumers.

Today, our guest is Betsy Henning - Marketing Director of AHA Marketing Agency. AHA is a strategy and creative agency that combines "conventional" marketing with deep knowledge of corporate responsibility to help purpose-driven brands connect more deeply with their audiences and accelerate their success. They also helped clients like Johnson & Johnson, Charles Schwab, and many others, narrow down and hone their purpose.

In this episode, we'll be talking about:

1. What it was like to get buy-in and its obstacle
2. Creating expectations and how does that relate to your brand
3. Why account management is the key in a project based agency
4. Qualities of an account manager who can develop business on a regular basis

Your audience care about how you can help them. Think about your brand and how you want people to feel when they interact with it. Make sure to infuse everything you do with intention and get your audience excited about working with you.

There’s no substitute for competence. As an agency specializing in brand purpose, account managers are responsible to communicate with clients regarding their goals, plans, and challenges. Account managers are industry experts who can help clients with their brand purpose.

With literally thousands of brands launching every day, it’s challenging for brands to have a unique point of difference. Particularly when it comes to the functional attributes of a product. Sure, consumers consider quality, perceived value, price, and packaging when looking at new products, but often they are looking for something that will make a meaningful impact on their lives. In other words, often they are looking for a brand with purpose. A brand with a purpose delivers genuine value to consumers by standing for something consumers care about.

Mentioned in this episode:

Get over yourself: Debunking 3 communication myths

Drawdown by Paul Hawken

Johnson & Johnson

Charles Schwab

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