I’ve seen purpose become transformative when an organization gives itself over to what its purpose can do. That’s a blessing and a curse. You get to see how a purpose can make a real difference for those that the brand serves. But it also sets a high standard that not every organization is ready or willing to live up to – no matter how much they claim to be ready to embrace a purpose.

Don’t get me wrong. I applaud any brand that wants to support the community or an organization. Those efforts make the world a better place. And I appreciate the work of organizations to create internal programs to better serve their teams. Again, these are all good things. And I don’t want to discourage any of it.

I just want the leaders of these brands to understand that there is so much more their brand could stand for and do. I want them to think critically about their purpose. How it aligns with what they do. And how it could not only have an impact but have a profound impact on the world around them.

When that happens, we see the real power of purpose.

The masterclass on embracing a purpose

For 20 years, Dove (the Unilever brand) has championed the idea of Real Beauty. As they say on their website:

At Dove, we have a vision of a world where beauty is a source of confidence, not anxiety. Our mission is to ensure the next generation grow up enjoying a positive relationship with the way they look – helping girls to raise their self-esteem and realise their full potential.

This is powerful because it aligns so well with the brand. Skin care products and beauty are tied together. I’ve seen organizations support good causes – like a bank supporting a pet rescue effort (because the president was a dog lover). It’s a good cause, but it’s kind of a disconnect. And there really isn’t anything the bank can offer other than monetary support. It would be a better effort for, say, a pet food company.

Dove understands that it has a lot to offer when it comes to making beauty “a source of confidence, not anxiety.” It is credible in embracing this purpose. Plus, there is no disconnect. And it can bring its expertise and knowledge to bear in the effort.

Today, Dove continues to pursue its purpose. Its most recent effort addresses the impact that artificial intelligence is having on this effort. A Fast Company article highlights the challenge and Dove’s response which includes a short film called “The Code”. It’s moving. And it demonstrates that Dove is still all in when it comes to changing the toxic thoughts that surround the idea of beauty. 

I especially love that it is summarized and emphasized by the rallying cry “Let’s Change Beauty”.

If you’re looking to embrace a purpose or strengthen what you are already pursuing today, Dove’s 20-year effort is worth studying.

Where to start

I talk about purpose being mutually catalytic to the brand and those it serves. The purpose helps spark the attraction of believers to the brand. And those believers help fuel the brand’s ability to further pursue that purpose.

If you’re ready to tap into that, here is a thought exercise. Think about the difference your brand can make. Then ask yourself:

• Is this purpose connected with the market our brand serves? Is there a disconnect?

• Is it believable that we can bring our industry resources to bear to serve this purpose?

• Do we have a passion for this purpose that is deeply rooted in our brand?

This exercise can help you start to critically examine your purpose. It may even lead you to dedicate an effort to clarifying your purpose, transforming it into something exceptional. Like Dove.

For more on clarifying your purpose, check out the book Big Audacious Meaning – Unleashing Your Purpose-Driven Story.