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5 must-haves for putting brand purpose into practice
There is a growing consensus about the power of purpose for organizations in today’s world. Unfortunately, there has been much more talk about the theory of purpose than there has been about how an organization can actually clarify and champion its purpose.
Through my work helping organizations clarify a purpose and bring it into the brand story, I have identified a list of 5 must-haves for helping you make your purpose relevant, meaningful, and inspiring.
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1. Have a process for clarifying a purpose
This should seem obvious, but, too often, I’ve seen organizations decide that all it takes is getting the leadership team in a conference room and brainstorming ideas.
A purpose is not something you invent. It is something that is in the DNA of the organization. It is something that you uncover and clarify. Without a process, you run the risk of chasing the latest trend or being led astray by a strong personality in the room. That can lead to adopting a purpose that team members and customers have a hard time believing and embracing.
