The world is changing fast. Businesses can’t just focus on profits anymore — they’ve got to be more. We’re living in a time when trust is in short supply, and people are tired of companies that only take, take, take. So what’s the solution? It’s simple: brands have the power to shape the future. If you’re not using that power to drive positive change, you’re missing the point.

Shareholders used to care about one thing: returns. But today’s long-term investors know that social capital—the trust you build with people — is the key to the momentum that sticks. Brands aren’t just logos or marketing fluff. They’re the connection between your business and society. If you’re not using your brand to create real impact, what’s the point?

The best brands today don’t just sell products—they shape public discourse. At a recent speech I gave at PR Asia 2024, I explored how forward-thinking brands challenge the status quo, push boundaries, and make people think.

So, how do you make that happen?

Here’s the playbook: thought leadership, reimagining business potential, and purpose-driven programs.

Thought leadership: Own the conversation

From 2016 to 2019, I led communications for a tech company in Asia Pacific. We were bringing data analytics to the masses. While the tech world understood that “data is the new oil,” many in Asia still saw data analytics as something reserved for IT departments. People didn’t see the potential for a true data democracy. So, we set out to change that mindset.

We pushed a narrative that data should empower everyone — from government officials to everyday citizens. We didn’t just sell software; we made data part of the bigger conversation about productivity, decision-making, and the future of work.

In Singapore, we partnered with the government, launched academic programs, and held industry events to amplify the message. We even created a data-readiness index with market analyst group IDC, which became a benchmark for how prepared different countries were for the digital age.

And guess what? It worked. We transformed our brand from a software provider to one of the most essential data skillsets in Asia’s digital economy. The lesson here is clear: thought leadership isn’t just about following trends—it’s about owning the conversation and steering it in your direction. When people buy into your vision, you’re already halfway to success.

Reimagining business potential: Become a societal institution

At one point, I was asked to help turn around a private education group based in Singapore. The brand was struggling with low demand and relevance. Private education was seen as second-class compared to public institutions. The status quo was against us. So, what did we do? We didn’t just fix the marketing—we transformed the narrative.

Also Read: Why AI will be critical to brand strategy

We hit the public forums, using mainstream media to reframe the conversation. We positioned private education as a critical piece of Singapore’s future, advocating for multiple pathways to success. The message? Diversity in education creates diversity in opportunities. We became vocal supporters of a more inclusive, merit-based system where every Singaporean had a fair shot, no matter their educational background.

Our efforts paid off. We went from barely being part of the conversation to leading it. Brand relevance skyrocketed, leads surged, and we slashed marketing costs while driving revenue growth. But it wasn’t just about numbers—we changed how private education was perceived in Singapore. That’s the power of reimagining your business to challenge societal norms.

Purpose-driven programs: Build for impact

Now, let’s talk about the future. After years working with foreign MNCs, I joined Temus, a digital transformation start-up in Singapore. What drew me in wasn’t just the technology—it was the potential for impact. Digital transformation isn’t about software—it’s about people. And if we’re going to build the future, we need to make sure everyone has a seat at the table.

That’s why we launched Step IT Up, a tech career conversion program designed to take Singaporeans with zero prior tech background and turn them into digital professionals. We partnered with government agencies like IMDA, guaranteed jobs to graduates, and made it our mission to prove that anyone with the right motivation and aptitude can thrive in tech if they’re given the commensurate opportunity, training and support.

The results have been remarkable. We’ve hired, placed and trained people from all walks of life and deploying them in critical digital transformation projects—everything from healthcare to finance to environmental intelligence. This program is proof that when you align your purpose with real societal needs, you don’t just grow your business—you create lasting impact.

Also Read: How to use podcasts to enhance your brand visibility and reach

And here’s the kicker: we’ve grown Temus from 100 to over 400 people in just two years, through Step IT Up and other strategic talent initiatives, riding the wave of growing digital demand in Singapore and beyond.

Conclusion: Brands as forces for change

So, what’s the bottom line? Brands can be more than just symbols of profit. They can be forces for real change. In today’s world, where things are fractured—geopolitically, socially, economically—brands have the power to bring people together.

Thought leadership, reimagining your business potential, and building purpose-driven programs are just three ways to make that happen.

We live in an era where businesses can no longer afford to sit on the sidelines. The world needs change, and brands have the tools to make it happen. If you’re running a business, you’re not just a CEO or founder—you’re an architect of the future. Use your brand wisely, shape the conversation, and start building something bigger than yourself.

That’s how we’ll change the world.

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This article was first published on September 24, 2024

The post Brands as forces for change: Shaping the future through purpose appeared first on e27.