If this question becomes your touchstone, you will begin to infuse everything you say and do with a rare magic that every brand hopes to capture.
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Your brand purpose can become one of your most valuable assets. But only if people can understand and connect with it. That's why a Rallying Cry is crucial.
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Your purpose statement could be the difference between you having a brand and you having a brand that matters.
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Your purpose is powerful. Connecting it to what you do and how you do it makes it irresistible.
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When you put others first, good things happen. For those you serve. For everyone that your brand touches. And for your brand.
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When we know our brand story’s hero, we create a very different story from the inward-focused, self-serving tale too many organizations tell.
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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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When you add a Big Audacious Meaning to the formation (or evolution) of your brand, you go beyond giving those you hope to serve a reason to buy. You give them a reason to believe.
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Don't underestimate what your brand is capable of. Be courageous. Your brand can make a difference. You have to believe it. And claim it.
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Thrust is meaning that leads to momentum. When our brand gives people this, it gives them a reason to become passionate. Team members start going above and beyond. And customers start recommending us to others.
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With each step you'll identify the elements of your brand story. And begin to go beyond simply being of interest to those you hope to serve to becoming beguiling.
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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 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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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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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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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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