We have the opportunity to get these right. To create something that actually inspires everyone. The first step is to understand the role of each of these guiding principles.
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Start building a cohort of brand believers. And let them help you propel your brand to greatness.
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Brands that succeed in connecting with us do so because they offer us something that is in short supply and high demand. Meaning.
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It begins when we make the commitment to expand our definition of how our brand serves our prospects. Not just their needs. But their desires and aspirations.
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Here is a round-up of 5 useful posts for organizations that are looking to discover what purpose can do for a brand.
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Let's show empathy. Let's offer support. But let's also give people something that makes tomorrow brighter. And our brands meaningful.
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It's worth taking a moment and considering what may be possible for our brands on the other side of this outbreak. We may discover a future that we could have only dreamed of before.
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These are extraordinary times. And this is an extraordinary opportunity.
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It's the thing that makes brands unforgettable. And magnetic. Great brand stories begin with the brand purpose.
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The best brand language causes an emotional reaction. From laughter to goose bumps. Think about what emotion your brand can own as you work your way through these exercises.
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Language is one of the most potent tools any brand can wield. After all, it has the potential to take you from simply being acknowledged to becoming irresistible.
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It's this kind of approach to brand language that helps a brand rise above in a commodity category. Not only creating distinction, but delivering the surprise and delight that every brand wishes for.
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After a couple of decades of accelerated executions, it has become apparent that more and faster does not equal inspiring and engaging. It's time to get back to thoughtful ideas that spark surprise and delight among those we hope to serve.
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When we begin to talk this way about the intent of our brand, the transformation begins. The transformation of a brand that fights for market share into one that magnetically draws in avid and loyal advocates.
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Help your brand thrive by creating a little surprise and delight for those you hope to serve.
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Purpose has the power to amplify the brand. Begin with the three essentials. And let your purpose begin to have a voice in every expression of your brand.
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Having this well-built structure opens the doors to a myriad of ways we can tell our brand story.
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Our brand features may make us notable. Our benefit may make us preferable. But those things aren't the real motivators for our prospects.
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Find what is genuine and you will have a purpose that is believable, valuable – and most of all – undeniably yours.
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As you evaluate your purpose, ask these four questions. They will help keep you honest. And will help temper your purpose, making it everything it can be.
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