Pursuing a brand purpose has grown in popularity not because it is a fad, but because organizations are starting to understand that this is one of the most valuable assets for any organization. It can create clarity and momentum. As a result, these organizations discover they can attract and retain top talent, create advocates and evangelists among their customers, and more.
GET A FREE CHAPTER OF THE BOOK — BIG AUDACIOUS MEANING
Throughout my work in the field, I have discovered a handful of rules that can help any organization in pursuing a purpose. I’ve written about these in a four-part series. Here is a summary:
- Brand Purpose: Go big or go home? — Contrary to what many believe, your purpose doesn’t have to be world-changing. 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.
- Brand Purpose: It’s not about you. — If your purpose talks about you, it doesn’t matter how well-intentioned it is. It will come off as self-serving. Make your purpose about those you hope to serve and watch what happens. It can become magical.
- Brand Purpose: Make it emotional. — It’s easy to assume that your purpose is automatically moving. But those you hope to engage may not feel what you feel. Take a beat and…
