Great brands have a well-defined voice. It can seem almost effortless in how it comes to life in all they say and do. But it doesn’t happen magically.
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It’s too easy to tell ourselves that we have something special because we have a mission statement. But until we really make it mean something to those we hope to serve, we're just talking to ourselves.
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We are all drawn to meaningful brand promises. Because they help us imagine a better version of ourselves. And they show us you're willing to put something on the line to help us achieve that.
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By using this exercise, we move from simply redecorating our brand to transforming it. To creating an evolved manifestation that captures the meaning and aspiration that will engage the minds and hearts of those we hope to serve.
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When you live your brand story, it becomes truly remarkable. And something wonderful happens. People start to tell the story for you. That’s when things get magical.
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Talk about what your brand does for those you hope to serve. As it has been said, people don't buy your brand – they buy what your brand helps them become.
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From recruiting and retention to customer acquisition and loyalty, a genuine purpose has the potential to transform an organization. Does that sound distracting?
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Some may be satisfied with a serviceable brand story. Then there are others that see a greater possibility. If that's you, then lean into your Big Audacious Meaning. Because the story is about to get good.
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A round up of posts that point to the power of a brand purpose and the transformative effect it can have on organizations.
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Stop defining yourself by what you do, but rather by what you do for those you hope to serve. In the process, You’ll develop a deeper relevance to those you engage. More importantly, you’ll make the leap to becoming irresistible.
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It's too easy to portray purpose as something that only non-profits or social enterprises pursue. So too many businesses write it off. But the savvy ones know its secret.
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Using this process to set the verbal brand is powerful because it goes beyond simply providing guidelines. It fires up your team members. The brand becomes more than something they have to comply with. It becomes a story that ignites a passion in everyone who hears it.
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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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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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