3 ways to bring your purpose into your messaging

Your purpose is one of the most valuable assets your brand possesses. It fulfills what both your employees and your customers desire from your organization. In doing so, it creates fertile ground for you to engage with them and all those you hope to serve.

Once clarified, organizations will look to their purpose to influence the strategy and tone of their messaging. But I have found that most organizations want more than that. They want their purpose to have a more overt presence. But they struggle with how to do it in an effective and elegant way.

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3 ways to communicate your purpose

Here are three techniques I have used throughout the years to represent an organization’s purpose in the messaging.

Rallying Cry

This is perhaps the most powerful way to associate your purpose with your brand. The Rallying Cry is the outward-facing, encapsulating statement of your purpose. Some have called it the tagline ( which sends me into fits). A tagline sounds like an afterthought. Something tagged onto your logo. On the other hand, a Rallying Cry is bold, energizing, and aspirational. In 5–7 powerful words, it expresses your brand purpose. Since it is teamed with your logo…