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Profit. What’s love got to do with it?

Increasing your profits needs to happen from the inside out. You already know one awesome way of doing so is by having happy and engaged staff. With purpose! 

If you’re wondering what we’re talking about you can catch up here.

The next logical (and obvious) step to increase your profits is: increasing sales! And who can help you with that? Your customers, of course. But, we are flattered if reading this you immediately answered: The Sponge!

Now, you’re probably thinking that to increase sales, you simply need more customers. Not quite, there’s a twist! Let us rephrase our previous statement: A key to increasing your profits is to have better customers!

Yes, we mean quality over quantity. Your Raving Fans. The customers who will stick with you and stick up for you. Because they love you.

But, you may say, we can’t make people fall in love. Perhaps. But you can definitely make your brand more lovable. It’s simple: Give your customers what they want.

What do customers want?

They want to feel good – inside and out; about themselves; about their decisions.
You can help them do that!

They want to be good – morally; a good person; a good friend; a good neighbour.
You can help them do that too!

They want to do good – because they have the power to; for their social circle; for communities around the world.
Yes, you can also help them do that!

Have you ever examined your buyer personas? Do you fully understand your buyers’ journeys, their values, their thoughts? We can help with that! You will discover the many ways your customers want to feel, be and do good. And how you can take them on that journey with your brand.

But your brand alone can’t answer all of your customers’ needs.

To achieve this, your brand needs a Brand Purpose.

We aren’t making this stuff up. There’s a whole study about it: How good products make you feel: The underlying emotions of ethical by  Margit Hain Faculty of Psychology, Leiden University.

So, that’s the essence of it: You need a brand purpose to attract better customers by making them feel good about choosing you. Pretty straightforward, isn’t? And there’s a bonus: you don’t need to lower your sales price (aka decrease your profit) to keep those Raving Fans happy. By giving them what they want, they will happily throw their money at you.

An increasing number of consumers are willing to pay more for socially responsible products.

A Nielsen global online survey found that “66% of respondents say they’re willing to pay more for products and services that come from companies who are committed to positive social and environmental impact”. That percentage jumps up to 73 for millennials, a powerful buying force.

This is what we meant by quality over quantity of customers!

Now, the opposite is also true. A business with a negative impact will not only miss out on getting more and better customers, it will lose customers.

A report by Macquarie University Graduate School of Management (MGSG) and the Principles of Responsible Management Education (PRME) provides interesting insight in consumer behaviour. An impressive number of consumers will avoid or boycott companies that are not in line with their values.

90.5% of the students (aka your existing and future clients) make an effort to avoid products or services that cause environmental damage. 81.1% even go as far as trying to boycott products or services from companies known for bad behaviour.

You’re probably thinking: even though a brand doesn’t have a clear positive purpose, it doesn’t mean it’s doing harm. So, it can’t be considered bad… 

Wrong! You need to actively demonstrate that you’re not a Bad Business.

You need to make it clear for your customers that you’re a Good Business, have values they align with, and give them what they want.

It is about building trust so that you can become their obvious choice. Their only choice. And that’s something we, at The Sponge, can help you with. Just ask us!

Positive Brand Purpose 

More customers who love you 

More sales 

More profit 

More Good

What are you waiting for?

One more thing…

Your Brand Purpose must be authentic. But more on that later!

Has your brand got a positive brand purpose? Tell us about it in the comments below.


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Humbling Words From Awesome People

Our brand looks better than we could have dreamed and The Sponge team managed to squeeze so much meaning into it that our prospects really get a sense of how we can help them.
Darren Vardy
Insolvency Options
The Sponge have been outstanding to work with. Their expertise, dedication and outstanding quality of work is second to none. I am grateful for their input into the design of our brand and website.
Matt Malouf
The Fortune Institute
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Enth° Projects
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Claytan Australia
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Richardson & Wrench Willoughby
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JHA Engineers
Awesome company with awesome creativity. After working with them over 2 years, The Sponge has successfully turned me from a happy customer into a raving fan!
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Claytan Australia
High level strategic thinking and their creativity makes them stand out. Quick turn around time and reasonable price make them the winner every single time.
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Crescent Wealth
A great vibe and energy brought to every project that The Sponge have led for me. Easy to work with, quick on the uptake of direction and prompt service. Will definitely be using The Sponge again and highly recommend.
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NSW Department of Education
The Sponge team are great to work with. They translate your ideas and vision into something real and tangible and they truly want to make an impact to your business strategy with their valuable insights. We have been using them for over 10 years and would highly recommend their expertise.
M Levonian
William, Thyme & Prophet / Report Factory
Luke and the crew at the Sponge helped set up our Corporate image as it stands today. They were extremely helpful and patient. They took the time to understand our business and brainstormed with us some of the essential elements and came up with various images until we were happy with the final one. Can't recommend Luke and his team enough. Thanks again Luke.
Kim Lie Jom
Complete Health Chiropractic
I usually don’t believe in one stop shops, because of the inability to be great across many areas, but The Sponge truly are the one stop shop for brand creation, innovation and lead generation.
Mark Capelin
Tribe Social Fitness
I have had The Sponge involved in several IT based projects over my years working as a Software Developer. Each project has seen results that have exceeded expectations and I highly recommend them.
Shane Wisniewski
Wesfarmers Industrial and Safety
One of Luke’s talents is his ability to move people and organizations from the creative to the innovative, commercializing ideas and inventions.
Rodney Marks
Hoax Speaker
I recommend The Sponge’s services to new and established organizations who are looking to differentiate themselves from the “ordinary” and stand out from the crowd.
Annette Wright
InfoGenesis Pty Limited
The Sponge’s perceptive sensibility guarantees a perfect match between your business and its presentation to the world. They makes your values, ethics, goals, and the 'feel' of your business shine through every aspect of your brand.
Geoff Walker
Sydney Massage Time Pty Ltd
Branding is a familiar concept to comms & marketing professionals like myself. But it’s often a mystery to other staff, and for brand to be authentic, unique and indispensable they all need to be on board. This training helped me clarify branding to everyone in our organisation. Now they’re all part of the brand redevelopment crew, identifying and sharing stories that resonate with our values and purpose. Thanks, Luke, for launching our journey to uncover the brand that ‘comes from within’.
Avril Janks
Communications and Marketing Coordinator
We were in the middle of re-branding and wanted to know how better to market our product including how better to tell our story. This webinar provided practical marketing techniques, and rationale to explain the benefit of this strategy. The 'light bulb' moment for me was making the connection between the power of storytelling and marketing our brand.
Susan Perry
CEO CommunityGro
The Sponge is enabling small business to focus on essential elements of marketing/strategy. I used to go in circles and best guess engagement with customers; I didn’t understand my target market. The Sponge gave me a real wake-up call: To realise how much time and money I was throwing away for no return. The learning was interesting and interactive. Now, I feel in control and focused.
Sue Lea
Timely Business Solutions

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