The most desirable brands go through an evolution. It starts with a shift in thinking. And then progresses through defining the story and ultimately clarifying that thing that those the brand hopes to serve will find irresistible. Here is that evolution broken down into 3 steps.
1. Shifting your focus from inward to outward
The first step in building a purpose-driven brand platform is to shift the focus of your decision-making. This means moving from an internal-first way of thinking to an external one. Here is an example at the most basic level. Instead of asking, “What would be best for the company?” you would instead ask, “What would be best for those we hope to serve?” Most companies will rush to say that they put the customer first. But, too few have made the shift to change the orientation of their decision-making.
Why is this important? Because self-preservation is a powerful instinct that we all have. It can drive a lot of decisions. Decisions that may be good for the company in the moment but may run counter to the needs of those you hope to serve. Those are decisions that can erode trust. And even leave customers at odds with your brand.
Adopting an outward-first way of thinking lays the foundation for a purpose-driven brand.
