5 steps you can take now to tap into the power of brand purpose
In the whirlwind of daily operations, it's easy to lose sight of the fundamental reason your business exists (in addition to the bottom line). As time goes on, you might find yourself asking: Why am I really doing this? What's the bigger picture?
These are questions that ultimately lead to a brand’s purpose – that North Star that serves as a guiding light to illuminate your path, inform every decision, connect you more deeply with those you hope to serve, and boost the success of the business or organization.
Clarifying your brand purpose is an important undertaking. It’s not something you just dash off. It should be given due time and attention. Unfortunately, this can feel daunting to some organizations, causing them to put it on the back burner.
The good news is that clarifying your purpose does not have to be a stop-everything-until-we-uncover-it situation. There are five steps you can take on a daily basis that will help guide you toward your brand purpose. Better yet, the thinking spurred by these five steps will help strengthen your brand along the way. Let’s take a look at those steps.
1. Reflect on your "Why": digging beneath the surface
Start with your "why." This isn't about the practicalities of your business – what you sell or who you employ. It's about the core motivation that fueled the initial venture. What problem was it itching to solve? What void existed in the market? What impact did the brand hope to have in the lives of those it hoped to serve or the wider world?
This introspection requires honest and sometimes uncomfortable questioning. It's about unearthing the initial passion, the underlying inspiration that set the organization on this path. Perhaps there was a frustration fueled by a lack of sustainable options. Or maybe there was an opportunity to empower a specific community. Whatever it is, reconnecting with that foundational "why" provides the emotional fuel that drives a successful brand.
2. Identify the core values: the bedrock of your brand
Your brand’s core values are the fundamental principles that dictate how your brand operates. They are the non-negotiables, the beliefs that guide your decisions and actions, even when faced with challenges. These values often intertwine deeply with your brand's purpose.
Take some time to brainstorm words and phrases that truly represent your company's ethos. Are you driven by innovation? Do you prioritize transparency? Is customer empathy at the heart of everything you do? Simply thinking about these values day-to-day will help strengthen the way your brand messages.
3. Understand your ideal customer: serving with intention
Who are you truly trying to serve? Going beyond basic demographics, delve into their needs, their pain points, their aspirations, and their values. Understanding your ideal customer on a deeper level allows you to see the unique connection your purpose has with those you hope to serve.
Consider their challenges and how your business can be a solution. Think about their dreams and how your offerings can help them achieve those dreams. When your purpose aligns with the needs and desires of your prospects, it creates a powerful connection that transcends transactional relationships. Customers become advocates when they feel understood and served by a brand with a clear and relevant purpose.
4. Analyze your offerings: connecting products to purpose
Your products or services are the tangible manifestations of your brand. It's crucial to understand how these offerings connect back to your "why" and address the needs of your ideal customer. Look beyond the features and focus on the underlying benefit. Better yet, find the transformation that you help create in the lives of those you hope to serve..
For example, a company selling organic food isn't just selling groceries. It might be driven by a purpose of promoting health and well-being. A software company offering project management tools isn't just selling utility. Its purpose might be to empower teams to collaborate effectively and achieve their goals. Identifying this more profound connection between your offerings and your purpose allows you to communicate your value in a more meaningful way.
5. Consider your impact: the ripple effect of your business
Think beyond your immediate customers and consider the broader impact your business has. Does it promote certain values or behaviors in society? Does it contribute to a specific cause? How does your existence make the world a little bit better place?
This doesn't necessarily mean you need to be a non-profit. Every business has the potential to create a positive impact. That can include everything from community involvement to simply making your customers' lives easier or more fulfilling. Articulating this broader impact can be a powerful motivator for your team and a compelling differentiator for your brand.
Clarifying your brand's purpose is not a quick fix, but it's an essential investment in the long-term success and sustainability of your business. It provides a strong foundation, attracts like-minded customers and employees, and ultimately, helps you navigate the inevitable challenges with clarity and conviction. It’s worth the effort. Not only for the long-term benefits, but also the near-term gains for your brand that you’ll discover on your journey to clarifying your purpose.