By Sonia Shwabsky, Kwik Kopy Australia’s CEO
In the dynamic and competitive landscape of the modern business world, the concept of purpose has emerged as a transformative force that distinguishes successful brands from the rest. As the CEO of Kwik Kopy Australia, I am excited to explore the profound impact of purpose-led branding and shed light on the competitive advantage it offers in the franchise industry. With over 30 years of experience, including working with small businesses across Australia and the Americas, and supporting more than 90 Kwik Kopy businesses, I bring valuable insights into the pivotal role purpose plays in the success of franchises like Kwik Kopy.
The Power of Purpose
At the heart of understanding purpose lies Simon Sinek’s ground-breaking TED-Talk of the Golden Circle model, consisting of three layers: WHAT, HOW, and WHY. While most companies can articulate what they do and how they do it, the true differentiator is how to bring out the WHY – the core belief or reason for a brand’s existence. Laying out a proper WHY sets a good foundation for a company’s decision-making efforts.
We can see that Apple Inc.’s success serves as a shining example of a brand that operates with a clear and compelling WHY. The company goes beyond merely manufacturing and selling technological products by creating a movement based on shared values and principles. They produce beautifully designed computers with features that are reliable, but also take an extra step in making an emotional connection that empowers consumers. This is what separates them from others.
Why Purpose is Essential for Your Business
Embracing and communicating your WHY yields tangible benefits for businesses. It creates a magnetic effect that draws internal and external stakeholders to the brand:
Differentiation that Matters: When there is a clear purpose, it creates a meaningful distinction beyond generating profit why a company was established. Purpose builds a connection with customers that are aligned with the company’s values.
Attracting and Engaging Employees: Purpose-led organisations draw top talent, fostering a dedicated and productive workforce with a deeper sense of shared values. Employees who share and relate with the company’s vision become more engaged in their daily tasks.
Navigating the Ups and Downs: Purpose provides a clear direction and acts as a guiding star during uncertain times, providing resilience and adaptability. It prepares the company for challenges that may come and how to overcome these in the long-term. Having a purpose allows them to address these challenges with the flexibility that does not compromise their identity.
Building Trust and Loyalty: Authenticity and transparency build trust and foster not just customer loyalty, but also within the organisation and amongst partners. When customers are able to understand the purpose, they are drawn closer with clear communication lines. Similarly, this also generates trust from partners, resulting in positive long-term relationships.
Driving Innovation and Growth: Purpose is a source of inspiration that allows employees to handle things creatively and share innovative problem-solving ideas. A continuous improvement arises when this is practised, which is crucial for sustainability and growth.
Applying the WHY in Small Business and Franchising
Understanding and implementing the WHY is transformative for small businesses and franchises. Kwik Kopy’s recent shift towards purpose has seen the company redefine its essence as “Empowering Entrepreneurs to Make their Mark on the World,” supported by values such as Creativity, Ambition, Excellence and Community.
Being a Purpose-Led Franchisee
When investing in a purpose-led franchise like Kwik Kopy, franchisees benefit from a consistent brand identity, simplifying customer connection. By embracing the franchisor’s purpose, franchisees can make a local impact through community initiatives, collaborate with fellow franchisees for amplified efforts, and meet customer expectations by aligning with the growing consumer preference for purpose-driven brands.
Having a distinct purpose is more than making a statement. It drives a culture that positively affects different areas of the organisation, from developing a motivated workforce to making carefully thought of decisions built on trust. In a world where consumers are increasingly mindful of the impact of their choices, embracing purpose is not just a trend but a strategic imperative for success. It sets businesses apart, builds trust, attracts talent, fosters innovation and enables alignment with a meaningful mission.