5 ways to generate purpose-driven brand content
Your brand purpose is powerful. In fact, it may just be one of your brand's most potent assets. So sharing the brand purpose should be a priority.
I have found that most brands will find some avenue to announce their newly clarified purpose. Almost all immediately share it within the organization. Some will reach out to clients and customers to share the purpose. Some will even build campaigns to tell the world.
But after the announcement, organizations can struggle to find ways to continue to communicate their brand purpose and why it is relevant and meaningful to all stakeholders (and potential stakeholders – prospects). This is critical. Because, everything else being equal, people will choose a purpose-driven brand over its competitor. But the odds are slim that a single message will register with those we hope to reach. It takes approximately 7 exposures to a message before we start to register it. It takes even more for those we hope to serve to start understanding how that message is valuable to their lives.
You can see why it is important for us to find ways to share how our brand purpose is relevant to their lives. With that in mind, here are five ideas to help you generate purpose-driven content that will resonate and remain with those you hope to serve.
Tell the origin story - oftentimes, organizations will express their purpose, but fail to tell the story of where the purpose came from – or the origin story. This is usually found in a passion that a founder had. A belief that she or he could make a difference for others by starting the organization. Why is this important? First of all, it validates that your purpose is authentic, rooted in a founding belief of the organization. Second, it's engaging. There is almost always an interesting story at the birth of an organization. For an example, check out Patagonia's story.
Interview the founder – if you have the opportunity, talk to the person who started the organization. I'm always amazed at the stories that they have that nobody bothered to capture or that have been forgotten over the years. Interviewing the founder can be a valuable way to find the real-life anecdotes that make up the origin story. You may discover a collection of stories that connect to the organization's purpose and that you can share one by one with those you hope to serve.
Talk to your clients and customers – what does your brand purpose mean to them? There is nothing quite as powerful as hearing the words of those who have chosen to engage with your brand. You may even be surprised by their answers and discover new ways to share why your brand purpose is meaningful. People like to hear what their peers have to say. Take advantage of the opportunity.
Talk about your vision – what will the world look like as you are successful in pursuing your purpose? How will the world be a better place? This is your vision. Organizations define this when they establish their vision, mission, and values. Unfortunately, most don't do much with this vision other than put it in a frame on the wall of the executive conference room. Your vision should be shared. Let all your constituents know what your plan is. How you hope to make a difference. As you do this, don't forget to help them understand how they can have a part in making this vision a reality.
Create a case study – lots of organizations do case studies. Few take the opportunity to focus on how the organization's brand purpose helped a constituent of the organization. Consider creating a case study that shows how the organization's purpose helped lead to making a difference for a client or customer. Documenting these actual stories makes your purpose real. It becomes more than a lofty idea. Those you hope to serve will be able to see the real impact of your purpose-driven brand.
Your brand purpose is one of your most precious assets. People have shown that they appreciate and value purpose-driven brands. We just need to remember that they need multiple exposures. And stories that demonstrate its meaningfulness. Don't be afraid to help them to see the specialness you have created by building your purpose-driven brand.