It would be easy to say we just need to hit this quarter’s numbers first. Or to plan on working on the brand purpose after you take care of any number of other issues that all organizations have.

Just about everybody recognizes the power of clarifying a purpose for the brand. Few understand the right time to make it happen.

This doesn’t just apply to organizations. It goes for your personal brand, too. After all, it’s too easy to put clarifying a purpose on the back burner while you work on getting that job that you believe will be career-defining. Or getting on at that company that will elevate your resume.

The thing is that there will always be some reason that delays you embracing a purpose.

Slipping away

You could go for years – even decades – chasing that next thing that you think will define your success. And it will in a way. Mostly in a short-term way.

Then, after a string of short-term successes, you’ll sit back and think is this all there is? You’ll look ahead and see that tomorrow demands your efforts to meet another short-term metric. Another goal in a long line of short-term goals. 

Hopefully, this happens to you before decades slide by.

What’s the big deal?

Clarifying your brand purpose (or your personal purpose) helps lay the foundation for meaningful and lasting success. It will redirect you from chasing the short-term metrics to understanding how you and your brand can have a larger impact. How you can make a difference in a life, a community, or even the world. This is your Big Audacious Meaning.

When we feel like we are making a difference, it makes the work more rewarding. And more valuable. This goes for you and those you work with in your organization. But it also appeals to those you hope to serve – your customers and prospects. People are drawn to the idea that their purchases are also helping to support an effort to make a difference.

Here are some of the other benefits of embracing your purpose:

Connecting with Consumers on an Emotional Level

In an increasingly crowded marketplace, consumers are seeking more than just functional benefits from the products or services they choose. They want to align themselves with brands that share their values, beliefs, and aspirations. By embracing a Big Audacious Meaning, a brand can tap into the emotional drivers of consumers’ decision-making, creating a powerful connection that goes beyond transactions.

Attracting and Retaining Talented Employees

In addition to appealing to consumers, a brand's Big Audacious Meaning also plays a significant role in attracting and retaining top talent. In today's job market, prospective employees are increasingly prioritizing purpose-driven work environments. They seek out organizations that align with their personal values and provide opportunities to make a meaningful impact. By embodying a compelling purpose, a brand becomes an attractive employer. This can lead to higher employee satisfaction, increased productivity, and a positive company culture.

Building Brand Authenticity and Trust

In an era of heightened skepticism and consumer empowerment, authenticity has become a prized attribute for brands. Consumers want to support companies that genuinely care about making a positive impact and are committed to upholding their promises. A Big Audacious Meaning provides a clear framework for a brand's actions and decisions. By delivering on its purpose consistently, a brand can build trust with its audience, fostering long-term loyalty and advocacy.

Differentiating from Competitors

Competition in today's global marketplace is fierce, with countless brands vying for attention. To stand out amidst the noise, a brand needs to have a compelling story that captures the imagination and leaves a lasting impression. A Big Audacious Meaning provides the foundation for a compelling narrative that elevates a brand, setting it apart from competitors and giving consumers a reason to choose it over alternatives. 

Creating a guiding force

A meaningful purpose gives brands a North Star, guiding their decisions and actions. By staying true to their Big Audacious Meaning, brands can navigate uncertainty with clarity and purpose.

So when is the best time to embrace a purpose?

Right now. The sooner the better. We are talking about a foundational element that will create a sea change for you. Whether it is a transformation in your brand or in you personally.

A Big Audacious Meaning will give you direction. It will give you joyous motivation. And it will make the whole journey more meaningful. When do you want to make that a reality for you and your brand? 

In my experience, it can’t happen fast enough.