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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Imagine no longer hoping people will tolerate our brand so that we hopefully have the chance to try and engage them. Imagine, instead, them looking forward to what we have to share.
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To be irresistible, we don't have to invent something magical about ourselves. We simply need to understand the irresistible aspirations of those we hope to serve. And then serve them.
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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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It's easy to push the functions and features in your brand story rather than find the more powerful emotional drivers that really inspire those you hope to serve. Don't get caught in that trap.
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Asking this question is where our powerful brand story begins. Because it gives us the mojo to earn our way into our customers’ personal conversations. It's where our story becomes their story.
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Being special is not defined by what you do. It is defined by what you do for those you hope to serve. Embrace that and you will transform your brand story.
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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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Our brand story can no longer start with what we do or how we do it. Instead we need to think about what we will help someone do or become. We need to think about the difference we can make for them. Leading with that changes everything.
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Follow this framework and you’ll go beyond just being clear to being irresistible by telling that story your hero is waiting to hear.
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Your purpose is one of the most powerful assets your organization has. It will transform your ability to attract the best recruits and customers. That's the stuff that every organization hopes to unleash. Imagine telling a story that does that.
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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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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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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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