This is the fourth article in a series breaking down Ramey’s four spheres that define a premium brand. The first covered the challenge many companies face with falling into a commodity trap. The second focused on the cornerstone of a premium brand, which is quality. The last article explored innovation and its vitality to a premium brand.
Today we examine how a clear sense of mission can define and elevate a premium brand. A missional brand stands for something above and beyond the product itself. That could be a strong corporate social responsibility initiative. Mission can also mean having a clear focus on who the product is intended for, so much so that the brand provides more value and meaningful connection. A premium brand that has a missional focus is “purpose-built” for the communities it serves. Here are a few examples that demonstrate this in action.
Hestan Commercial
Nearly a decade ago, we partnered with a team of dreamers and engineers who truly wanted to do something different with commercial appliances. The category had largely remained stagnant, and there was clearly an appetite for a newcomer to think differently and deliver on what chefs and restaurants really needed in their kitchens. During the first few years of R&D, Hestan’s team worked closely with chef partners to understand the nuances of what they needed from their equipment, how chefs really work on the line, and the pain points with the leading brands. The result was a completely purpose-built kitchen engineered around chefs built with the durability to withstand their culinary demands night after night, shift after shift. Since launch, Hestan Commercial has been installed in over 2,000 restaurants, corporate facilities, culinary schools, and more across North America. How well did the product live up to its inspiration? Among Hestan restaurant installations a cumulative 60+ Michelin stars have been awarded.
Dove
As a father of two incredible young girls, I have found a deep appreciation for the intentionality the Dove brand has put into its marketing for the last 20 years. With its focus on building self-esteem and body confidence for girls and women of all ages, Dove has taken a clear stance. Through its long-form content, research projects, programming, and outreach initiatives, and its marketing, Dove has built a brand fully-focused on its mission to make a difference for its audience.
Nisolo
When CEO, Patrick Woodyard, started the fair-trade fashion brand Nisolo, he sought to create a brand that both held product quality to a high standard while also making a positive social impact. In a category filled with horror stories of unfair wages and poor working conditions, Nisolo and its story stands out for leading by example. Nisolo boots and shoes are handmade by a skilled artisan community in Trujillo, Peru. Upon its founding, Nisolo gave these craftspeople a platform to show their art and mastery to the world – an opportunity they might not otherwise have had. Since its inception in 2011, Nisolo has gone on to lead other social and environmental responsibility initiatives. The team goes into great depth on their website, which I urge you to read here, when you can.
A premium brand isn’t just defined by the quality of its products or its ability to innovate—it’s also shaped by the impact it makes beyond the bottom line. When a brand operates with a clear mission, it builds deeper connections, lasting trust, and a legacy that extends far beyond the products it sells.
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