Having a purpose - or Big Audacious Meaning - makes a brand exceptional. It transforms the conversation you have with those you hope to serve. Even when it never enters the conversation.
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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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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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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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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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Everything else we do with our brand pales in comparison to the ability to serve their aspiration to feel like they matter in this world. It is undeniable.
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If we stick to these guideposts we are less likely to to be immediately dismissed. Because we have actually given those we hope to serve a reason to care.
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When we clarify the purpose, we are not forcing the organization to transform into some other entity. We are amplifying the most powerful belief that an organization holds.
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If we reorient our brand to this way of thinking, we will transform our story. But more importantly, we may just find we have the opportunity to transform a life.
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Finding the authentic connection of our brand to this fundamental need of us all is where we find the makings of a simple brand idea that has that game-changing power.
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If we take the time to clarify what difference we can make, we can create that catalyst. The catalyst that ignites exceptional success and fosters something extraordinary for everyone who engages with our brand.
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Fear isn't going away anytime soon. It's too easy. And that may be the most insidious thing about it. Because that will keep us from reaching the potential that our brand holds. If we want to take our brand story to new levels, then we must make it fear less.
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