We’ve all felt the pressure to stand out in an oversaturated market. So maybe you’ve been wondering, “How do I create a brand people genuinely care about?”
The truth is, your competitive edge lies in your ability to align your brand’s purpose with the values of your audience.
I first came across the concept of ikigai when a mentor mentioned it to me during a time when I felt pulled in too many directions. Like many entrepreneurs, I had big ideas and multiple paths I could take, but I struggled to define what truly set me apart. Ikigai helped me step back and focus—not just on what I was good at, but on what was actually needed and meaningful. It gave me a framework to refine my value proposition in a way that felt both strategic and deeply personal.
Instead of asking, "How do I promote my product?" ask, "How can my brand tell a story that truly resonates?"Andrea Gils Monzón
Modern consumers are drawn to brands that resonate with their values and stand for something bigger than just selling products or services. They expect brands to connect with them on a deeper level, addressing their needs, values and even the societal challenges they care about most. This is where the concept of ikigai becomes a powerful framework.
Originating in Japan, ikigai represents the sweet spot between four key elements: what you love, what you’re good at, what the world needs and what provides value. For entrepreneurs and marketers, ikigai can serve as a practical roadmap for balancing purpose with business growth, ensuring your brand makes a meaningful impact while staying true to what matters most.
What is the ikigai of marketing?
The term ikigai translates to “reason for being” and reflects a deep sense of purpose and fulfillment. Applied to marketing, ikigai represents the intersection of:
- Passion: what your brand loves and stands for
- Profession: what your brand excels at delivering to customers
- Vocation: what the world and your target audience need
- Mission: the values and purpose driving your business
When these elements align, brands can create stronger emotional connections with their audiences while meeting business goals. For example, Patagonia’s environmental activism perfectly embodies its ikigai. The company loves the outdoors, excels at making quality gear and meets the global need for sustainability by advocating for climate action. The result? The brand has built a loyal community of like-minded customers who see Patagonia as an advocate for change, not just another retailer.
Underscoring this approach, Deloitte found that brand purpose has become a strategic growth priority, providing brands with a strategic competitive advantage. High-growth brands, defined as those with 10% or more annual growth, activate purpose in a more holistic way compared to their lower-growth counterparts. They are 66% more likely to see purpose as a way to guide employee decision-making and 41% more likely to have purpose drive their corporate social responsibility investment strategy.
For large organizations, this often means company-wide initiatives and global campaigns. But what about small businesses and entrepreneurs?
The same principles apply, just on a more personal scale. For solopreneurs or small teams, purpose can be embedded in everyday interactions, from the way you communicate with customers to the partnerships you choose. Whether it’s championing sustainability in your product sourcing, creating inclusive messaging, or simply ensuring your business reflects your values at every touchpoint, small businesses have the advantage of agility. Unlike large corporations, they can move quickly to integrate purpose authentically without layers of bureaucracy slowing them down.
Moreover, Deloitte found that globally, 57% of consumers said they are more loyal to brands that commit to addressing social inequities. This presents a significant opportunity for small businesses, which often have closer, more personal relationships with their customers.
The world has changed, and people are asking brands—big and small—to show up. Companies that align their mission with stakeholder values will build deeper trust and engagement while also creating a competitive advantage that drives long-term success. When entrepreneurs build their brand around a clear purpose, customers see more than just a product or service; they recognize a vision they want to be part of.
The role of data in purpose-driven marketing
While purpose provides the emotional foundation for a brand, data shows the insights needed to deliver the right message to the right audience. Data-driven marketing helps brands understand their customers’ behaviors, preferences, and pain points, allowing them to tailor their purpose-driven messaging for maximum impact.
According to NielsenIQ and GfK’s consumer research, purpose-driven brands consistently outperform their peers in both business growth and customer loyalty. Findings such as these demonstrate that brands that successfully integrate data with purpose-driven storytelling can achieve measurable business success.
For example, Netflix collects vast amounts of data on user preferences and behaviors, which it then uses to deliver highly personalized content recommendations. But Netflix doesn’t just leverage their data, it also tells stories that resonate on an emotional level and at a human scale, creating a sense of connection between viewers and the brand.
Smaller businesses can apply the same principle without needing massive datasets or complex algorithms. A local coffee shop can track which drinks customers order most often and surprise them with a personalized discount on their favorite beverage. A boutique fitness studio can use attendance data to recommend specific classes based on past participation, creating a more tailored experience. A freelance consultant can analyze client feedback and engagement patterns to refine their services, ensuring they align with what their audience values most.
Data should guide your strategy, but emotion should drive it.
Making an emotional connection
Purpose-driven storytelling allows brands to connect with consumers on a human level by addressing broader societal issues and values. People are drawn to stories that do more than entertain—they want narratives that inspire, validate their experiences and reflect their personal beliefs. For instance, Dove’s “Real Beauty” campaign challenged unrealistic beauty standards and celebrated diverse, authentic beauty, resonating deeply with audiences worldwide.
Early-stage entrepreneurs can apply this same mindset. Instead of focusing solely on what you sell, consider what your brand stands for and how it connects with your audience’s values.
Storytelling becomes even more impactful when it addresses pressing societal challenges such as climate change or social justice. Kantar’s Brand Purpose Study found that while different demographics connect with brand purpose in varying ways, purpose-driven storytelling universally strengthens brand affinity and loyalty. To be effective, marketers ought to craft inclusive narratives that authentically reflect the concerns and aspirations of their richly diverse audiences.
The shift is simple yet powerful: Instead of asking, "How do I promote my product?" ask, "How can my brand tell a story that truly resonates?"
Whether you are a global brand or a one-person business, the key to emotional connection is authenticity. Make sure that you’re meeting your audience where they’re at and demonstrate that your brand understands and values them.
Consumer demand for purpose-driven brands
Consumers are actively seeking brands that reflect their values and contribute to positive societal change. This trend is particularly strong among Millennials and Gen Z, who expect businesses to demonstrate authenticity and a genuine commitment to purpose.
Zeno Group’s “Strength of Purpose” study highlights the business impact of purpose-driven branding. According to their findings, consumers are four to six times more likely to trust, purchase from, and advocate for brands that clearly communicate a strong purpose. This global study of 8,000 consumers across eight global markets underscores the importance of aligning brand values with consumer expectations.
A standout example is Ruby Cup, a menstrual health brand that intertwines purpose with business impact. For every Ruby Cup purchased, the company donates one menstrual cup to a person in need and provides education on menstrual health. This mission-driven approach not only helps fight period poverty but also builds deep customer loyalty among socially conscious shoppers. Aligning their brand with a clear purpose has allowed Ruby Cup to create a powerful connection with consumers who want their purchases to make a difference.
Finding your brand’s ikigai: practical steps for entrepreneurs
Finding your brand’s ikigai doesn’t have to be complicated. It requires bringing clarity and intention to what you already do. When I first encountered this framework, I was juggling so much and was unsure how to differentiate my brand in a crowded market. I had skills, experience and passion, but something was missing.
Once I applied ikigai to my business, things improved quickly. Instead of trying to be everything to everyone, I focused on where my passion met real customer needs. My messaging became clearer, my audience more engaged and my brand’s purpose felt stronger than ever.
You can achieve the same transformation by following these steps:
- Do your (audience) research: Use surveys, social listening and sentiment analysis to understand your audience’s values, needs and expectations. What do they care about? What moves them? What frustrates them? Look beyond demographics and dig into their core motivations, fears and priorities.
- Define your brand’s mission and purpose: Clarify what your brand stands for and how it meets a societal or customer need. What problem are you solving? Why does your business exist beyond making a profit? Reflect on your own journey—why did you start this business in the first place? Answering these questions brings authenticity to your brand and helps you connect with customers on a deeper level.
- Refine your story: Use insights from tools like Google Analytics, HubSpot and Sprout Social to identify opportunities for connection and refine your messaging. What content sparks the most conversation? What do people resonate with the most? Your data holds clues to what matters to your audience, helping you craft a stronger, more relevant narrative.
- Craft purpose-driven stories: Don’t just tell people what you do—show them why it matters. Use storytelling frameworks like Star-Story-Solution to create emotional, customer-centric narratives. Share real experiences, challenges and transformations to illustrate your impact. When your story is clear and meaningful, it not only resonates but also inspires action.
After going through this process, my brand shifted from broad and scattered to focused and purpose-driven. The result? More engagement, deeper connections and a business that felt more aligned with who I was and the impact I wanted to make. If you are feeling stuck or unclear on how to position your brand, start with ikigai. You might just find the clarity you have been searching for.
Purpose-driven marketing creates lasting impact
The evidence speaks for itself: aligning brand purpose with data-driven strategies is proven to deliver measurable results. In fact, businesses in the U.S. are now considered more trustworthy than the government, according to the 2024 Edelman Trust Barometer. This level of trust places brands in a unique position to lead with purpose, taking real action on the issues their audiences care about most.
Purpose-driven marketing can be a key part of building trust, fostering loyalty and driving growth in a competitive, digital-first world. Brands that embrace their ikigai and align it with their customers’ values will naturally find themselves crafting stories that deeply resonate, leaving a lasting impact on both their audience and the world.