Pursuing a brand purpose has grown in popularity not because it is a fad, but because organizations are starting to understand that this is one of the most valuable assets for any organization. It can create clarity and momentum. As a result, these organizations discover they can attract and retain top talent, create advocates and evangelists among their customers, and more.

Throughout my work in the field, I have discovered a handful of rules that can help any organization in pursuing a purpose. I’ve written about these in a four-part series. Here is a summary:

1. Brand Purpose: Go big or go home? - Contrary to what many believe, your purpose doesn’t have to be world-changing. The place to begin is with the difference your purpose could make in just one life. Start here. And then see just how far it could take you.

2. Brand Purpose: It’s not about you. - If your purpose talks about you, it doesn't matter how well-intentioned it is. It will come off as self-serving. Make your purpose about those you hope to serve and watch what happens. It can become magical.

3. Brand Purpose: Make it emotional. - It's easy to assume that your purpose is automatically moving. But those you hope to engage may not feel what you feel. Take a beat and step back from your outcome. Then, look at the purpose you hope to embrace and give it the language that makes it moving and irresistible.

4. Brand Purpose: Start with your believers. - They are in your organization. Those people who are natural leaders. Not by title. But by their ability to energize and inspire those around them. Your believers are the ones who can help you clarify your purpose, carry it out into your organization, and then evangelize your team members.