Branding Brilliants – Pia Dahlman
"It is very difficult to build meaningful marketing if you don't know why the brand should exist to begin with."
Pia Dahlman's approach to branding starts with the fundamental question: Why does this brand need to exist? In this conversation, she shares her philosophy on purpose-driven branding and its impact on business success.
Starting with Why
"Too many brands jump straight to the 'what' and 'how' without truly understanding their 'why,'" Pia explains. "This leads to generic messaging that doesn't resonate with anyone in particular."
Building from Purpose
Pia's methodology involves deep exploration of a brand's purpose before any creative work begins. This includes understanding the problem the brand solves, the unique value it provides, and the change it seeks to create in the world.
The Impact of Purpose-Driven Branding
When brands are clear on their purpose, several things happen:
- Decision-making becomes easier and more consistent
- Employee engagement and alignment increase
- Customer loyalty deepens
- Marketing messages become more authentic and compelling
Practical Steps to Define Brand Purpose
- Interview founders and key stakeholders about origins and motivations
- Analyze customer feedback to understand real value delivered
- Examine the competitive landscape to identify unique positioning
- Articulate purpose in simple, actionable terms
- Test and refine with both internal and external audiences
