Now is the time for your brand to embrace its purpose. To embrace hope. In fact, you could say there has never been a more critical time.
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This one question can keep us oriented on what's most important. And keep us telling a story that has the opportunity to be something special.
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If you're experiencing any of these symptoms, it's time to take a look at the purpose your brand serves (or can serve.)
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Brand purpose gets talked about in theoretical terms. The real value is in the practical insight for doing everything from clarifying it to putting it to work in your organization.
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A great rallying cry has reach and resonance. It is no mere tagline. It is exceptional language that can become one of your organization's greatest assets.
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People don't want to adopt a new idea. They have too much in their head already. You have to have something meaningful to say about your brand. And you have to find a way to keep it simple.
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Throughout my work in the field, I have discovered a handful of rules that can help any organization in pursuing a purpose. Here is a summary.
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Your believers are the ones who can help you clarify your purpose, carry it out into your organization, and then evangelize your team members.
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It's easy to assume that your purpose is automatically moving. But those you hope to engage may not feel what you feel.
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Make your purpose about those you hope to serve and watch what happens. It can become magical.
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The place to begin is with the difference your purpose could make in just one life. Start here. And then see just how far it could take you.
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Your product can make you preferred by your prospects. But it is your brand that will make you irresistible.
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Brand strategies and frameworks need to get past the rational and embrace the magic that a brand can stir within us.
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If your purpose helps divert energy from fear turning to hate, it would be a pretty wonderful purpose. One that the world could use right now.
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Maybe this time this age-old idea of serving others to succeed will stick. And stay. In fact, maybe it's on us this time.
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This is how your purpose becomes tangible and demonstrable. It all starts with the difference you make in just one life.
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Clarifying a purpose can do so much to help anchor and unite an organization. And that's just the beginning.
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Over the years, a few truths have emerged from my work with helping organizations pursue a purpose. Here are 5 truths from that journey.
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From the Harvard Business Review to Starbucks, here is a roundup of posts to help guide us all in the pursuit of purpose.
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Imagine you're no longer getting up in the morning to make darn good widgets. You're getting up to make a difference.
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