With your clarified purpose as your North Star, you can accelerate speed to market. All the while knowing that you won’t be circling back to those decisions in a month or two because they were out of sync with who you are.
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You'll find your brand spending less time talking at people and more time really connecting with what's relevant and meaningful to them.
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When it comes to your brand, it's no longer about what we want to say. It's about what they want to hear.
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When we talk about a great brand, we refer to it as being “loved”. Coincidence? I think not.
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The most magical thing may just be that any brand can do this. Just ask the question my mom (and maybe your mom, too) asked.
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We are homing in on what constitutes a purpose-driven brand. These 5 posts from the previous month provide insightful guidance for our journey toward purpose.
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The great thing about us crazy humans is that we come with a valuable opportunity for you. We can be entertained. We can be moved. We can be inspired.
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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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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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