Clarifying a brand purpose can become a savvy strategic move for organizations – unrivaled by any other business strategy.
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When you have a brand purpose, you get rewarded in extraordinary ways. That's not something you can trigger with a bigger marketing spend. Those are privileges that only purpose can bring to your organization.
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People would trade compensation for brand purpose. As consumers, we all will opt for the purpose-driven option when given the choice. All of which explains why purpose-driven organizations outperform their peers.
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We can fight the brutal battle for more customers. Or we can choose to gather in our believers with a brand purpose. And reap the rewards.
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What if we had the courage to say that there is a bigger brand purpose to our 9 to 5? Imagine spending our days driven by something that inspires us.
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If we want people to care, we need to start connecting with those things that feel personal. Things that have a meaningful purpose.
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It is a unique spot to occupy – when you are create purpose that has everyone on the team amped up and the marketplace knocking at your door.
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Embracing a brand purpose can feel a little unsettling. It can feel a little irrational. But that may just be the most valuable thing about it.
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Connecting with and supporting our believers’ sense of hope may be one of the most powerful and noble things we can do with a brand.
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Using the 5 “Why’s” technique is a great way to get to your Big Audacious Meaning - or brand purpose.
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A brand can do both. Make meaning and money. Purpose and profit. Leading brands are proving it. It takes a servant’s heart. A real desire to help.
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Your brand needs a purpose. Purpose is a compass. It helps guide what your brand says. More importantly, it helps guide what your brand does.
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More organizations are starting to understand the ability of purpose to drive company profitability – that by doing good, your organization can do better.
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Discovering your brand purpose can be an incredibly energizing experience for your organization. But it can be damaging if you do nothing with it.
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A sense of wonder is one of the most powerful tools we possess. It is invaluable when we are searching for our brand purpose.
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There is something irresistible about a brand purpose - the idea that your brand could be financially successful and also make a big difference in a life.
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How to find a Big Audacious Meaning that the organization can feel confident will resonate with everyone that the organization serves.
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Brand purpose is emotional and feel good. But is that it? Not hardly.
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We get really stoked when we feel like what we are doing is making the world a little better place. That's what brand purpose can do.
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So-called brand "gurus" cause the world to think that working with brand consultants is a crap-shoot at best. We all deserve a better brand process.
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