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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There have been a number of excellent posts recently that help highlight the power of clarifying and embracing the purpose at the core of our brands. Here is a short list of the must-read ones.
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We’ll need to step back and clarify that thing about our brand that has the potential to inspire all those we hope to serve.
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Do we let the times we live in turn our messaging into an inconsequential peashooter or, do we turn it into the emotional sledgehammer that it could be?
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Data is incredibly important in today's world. But its full potential can't be realized unless we transform those numbers into stories.
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We may not be able to stop the tsunami of content that we face. But we can create islands of sanity. Where those we hope to serve can escape.
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Thankfulness is likely to spread. It's contagious. Thanking one person makes it more likely that they will thank another starting a thankfulness epidemic
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Our prospects' story has a villain. And they are looking for someone to help them vanquish this ne'er-do-well that stands between them and their dream.
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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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With the elements of the hero's journey identified and expressed, we can build an awesome story. A story with real meaning for those we hope to serve.
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With the elements of the hero's journey identified and expressed, we can build an awesome story. A story with real meaning for those we hope to serve.
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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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It's not just about what our website says. It's about what it relates. How it empathizes. How it starts a conversation. And how it inspires.
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Perhaps the most powerful aspect of our brand is not how it looks or sounds. Rather, it is the stories that our brand has the potential to trigger.
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Let's make the story as clear and compelling as we possibly can. We just may be surprised everything that it can help us get done.
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A great story is full of magic and wonder. It helps us feel like we can be part of something larger than ourselves. Something that can make a difference.
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Articulating a core belief eradicates the vagueness swirling around our story. Equally as powerful is the launch pad it creates for that story to take off.
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