An organization’s purpose is the North Star which guides decision-making and sets the tone for the company culture. A well-defined purpose answers the question, “What is the difference we make in a life, a community, or even the world?”

A purpose inspires prospects, customers/clients, employees, and all other stakeholders. There are few things within the organization that have that kind of power.

Resist the urge to turn over its care to HR and/or the internal communications team

I have done a number of projects to help organizations clarify their purpose and then create compelling ways to communicate it.

Typically, it falls to the leadership team to go through the process of clarifying the purpose. But then, the purpose is turned over to HR and/or the internal communications team.

In some regard, this makes sense. In my book, Big Audacious Meaning, I talk about the importance of getting buy-in internally as a crucial first step once the purpose is clarified. 

So what’s the problem, right? 

The HR and internal communications teams I have worked with have been great. They did a good job of connecting with the team members in their respective organizations, helping to ensure everyone understood the purpose (of the purpose) and how it applies to their job.

What they weren’t equipped to do was to capture and portray the essence of one of the most emotionally charged and motivating assets that the organization owns.

That job should fall to those in charge of branding.

Branding should be the first stop for your purpose after the clarification process.

Why brand?

Much like your most prized product or service, your purpose deserves to be treated as the crown jewel of your organization. So yes, your purpose should be branded. That brand should evoke emotion. It should reflect the fervor that the purpose elicits. 

That sounds like an awesome brand.

Now imagine giving that purpose all the powerful elements of a brand. A name. A logomark. And a rallying cry. Consider the visual identity, messaging, and overall brand experience that accompanies your purpose. By doing so, you transform it into a compelling narrative, making it accessible and resonant for both internal and external stakeholders.

This is a job for the best creative people. The ones who know how to create the brand that will amplify your purpose.

What that brand can do

A brand can create an evocative shorthand for your purpose. That’s important because an organization’s purpose can be deep and nuanced. As it should be. Again, it’s capturing the difference the organization will make in a life, a community, or even the world.

You don’t want your purpose to be eventually assimilated into the culture. That would be a waste of its power. You want your purpose to be breathtaking. You don’t want it to create ripples. You want it to create a tidal wave of emotion. 

Creating that evocative shorthand for your purpose can get everyone charged up and electrify the culture in your organization.

Think about the excitement a great brand can generate. Think about everything it can embody and communicate. Now think about giving that to your purpose.

A great brand can change everything for an organization. The same goes for your purpose. Imagine what happens when you wed the two.