Our brand story can no longer start with what we do or how we do it. Instead we need to think about what we will help someone do or become. We need to think about the difference we can make for them. Leading with that changes everything.
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Follow this framework and you’ll go beyond just being clear to being irresistible by telling that story your hero is waiting to hear.
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Your purpose is one of the most powerful assets your organization has. It will transform your ability to attract the best recruits and customers. That's the stuff that every organization hopes to unleash. Imagine telling a story that does that.
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A purpose-driven effort needs to be real and sustainable. Otherwise, it’ll just feel like another trumped up trick to play with our emotions.
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An awakening is about new energy and, most importantly, enlightenment. It can be felt physically, intellectually, emotionally, and even spiritually. That's inspiring. Which is exactly what a purpose should do for an organization.
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We have the power to transform our brand. To reach beyond the most base needs to serve a more powerful yearning that we all feel, but too many brands leave unaddressed.
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People are waiting to buy into your purpose-driven brand story. They want something with meaning. Something uniquely enduring. When they find it, they will celebrate and share it. Because they have found something that makes them feel like their dollars are doing more than buying goods and services.
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5 of the best posts over the past few months examining the benefits of your brand embracing an authentic purpose-driven approach.
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What would your customers do if you faced the same fate as George Bailey? If you're unsure, maybe it's time to start thinking about how you could make their lives a little more wonderful.
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If we choose to give to others, just think what they will choose to give back to us and our brand.
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Clarifying a brand purpose presents an exciting opportunity for any organization. Understanding what it is and what it is not is the first step.
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This one question can drag us off the hamster wheel and really examine what is at the core of what we are doing. When we do that, we can discover the thing that will transform our brand.
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Gratitude is incomparable. It feels magical to be appreciated. It is a phenomenon that the latest trend, or business meme, or buzzword can't even come close to approximating.
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When we know who we are and we know what we stand for, our messages transform. We're no longer battling in that massive bog of blandness. Our messages transcend. They are genuine and meaningful. And that can be magical.
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When your competition spends all their time talking about themselves, it opens the door for you to win the day by addressing the two triggers. Stories make that happen.
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Embracing a purpose doesn’t happen overnight. You just have to start. Not with some disruptive jolt. You simply need to step in. And begin the evolution.
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The desire to serve the aspirations of those we hope to engage should drive what we do. But it should also drive what we won’t do. Giving a voice to these things can be inspiring for everyone.
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A Big Audacious Meaning introduces a different dynamic. It puts forth the idea that we can serve society while financially bettering our organization.
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Purpose unlocks abilities to heighten our engagement with everyone we hope to serve. That can be game changing for any organization.
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There are three questions you can ask that will reorient your story to be relevant and meaningful to the distracted and unimpressed masses whose attention and interest is critical to us.
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