Crafting a Meaningful Brand: 3 Essential Pillars for Impact

Ethan Moengchaisong

By Ethan Moengchaisong. Last updated 4/14/2023 - 12:00pm.

Havas Group, a leading communications group, highlights the importance of meaningful brands that impact personal and collective wellbeing, as well as provide functional benefits. Great content that educates, informs, entertains, inspires, rewards, and helps is crucial in driving personal wellbeing and brand meaningfulness.

The 3 Pillars of a Meaningful Brand

Your brand should address all three pillars to cater to your target consumer base.

Pillar 1: Personal Benefits

Consider how your brand benefits customers physically, financially, emotionally, organizationally, or socially. Your messaging should connect individually and address specific needs or wants.

Pillar 2: Collective Benefits

Examine your brand's impact on the consumer community, social justice, the economy, living standards, or the environment. Your messaging should convey your contribution to the greater good rather than simply joining trendy social causes. Build trust through transparency and prioritizing purpose over profit.

Table from Havas group

A brand should focus on what's most important to them.
Source: Havas Group

Pillar 3: Functional Benefits

These benefits relate directly to your product or service, including design, user experience, and user journey. To stand out, combine functional benefits with personal and collective benefits.

Table from Havas group

Brand's status elevated by increasing Personal and Collective benefits.
Source: Havas Group

As Yannick Bolloré, Chairman and CEO of Havas Group, states, "Only brands that form more meaningful connections with people will prosper" in today's content-saturated world. Focus on delivering the benefits your customers want and create authentic, impactful connections to build a truly meaningful brand.


Keywords: Meaningful Brand, Personal Benefits, Collective Benefits, Functional Benefits, Havas Group, Brand Impact, Brand Strategy, Content