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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Personas give our purpose-driven brand an empathy-inducing ability. To care more about what the prospects need rather than what we want to sell. And in the process, give them a reason to care about us.
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You know that feeling you get when you just have to click that button? We’ve all been there. It can almost feel futile to resist the appeal.
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When we start with our story, the answers will reveal themselves. And all those questions about ads become a whole lot less vexing.
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This simple question can uncover those things that can guide us to that awesome storytelling that we're striving to achieve.
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It's no longer enough to position our brand in relation to the environment and the competition. With purpose, we can differentiate in spite of those things.
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A purpose orients a brand to how it will make a difference in lives. This gets us out of the game of invading their world and just shouting louder.
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This is how customer service people shake the bad rap and begin to capture the dignity and power that comes from being in service to someone else.
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We need the hope that comes from a purpose. We need to be able to look forward to the things we can do to make a difference in the world.
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We can't assume that everyone we hope to serve knows our purpose. Vagueness saps its power. When it's clear, so is our future.
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We could light the fire of purpose that ignites a passion in all those around us. Imagine how awesome that would be. That's the dream.
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We spend half our waking hours at work. Half! Why are we so willing to allow half our time to be so uninspiring? So lacking in passion?
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Imagine when companies start to discover that the path to purpose is also the path to success. Imagine customers rewarding them for the good they spread.
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Here is another survey of the insight being shared around purpose – one of the biggest movements in business today – along with some must read sources.
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Purpose continues to expand with a wide range of thought leadership. Here are five sources that offer some helpful insight into the movement.
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It's a journey to discover a purpose. But what we shouldn't forget is that, when you get there, the real adventure is just beginning.
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Purpose is easily thought of as doing good. But that's just the half of it. What often gets lost is that it's just as much about doing well.
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Brands become powerful assets when people identify with them. That only happens when the brand strategy is intent on bringing meaning to the relationship
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