Brand purpose: getting past theory and putting it into practice

There is no shortage of articles about the importance of embracing a brand purpose in today’s world.

According to some reports, organizations that embrace a purpose outperform the market. Other studies point to the effect a purpose has on everything from attracting and retaining the best recruits to creating advocates and evangelists for the brand.

It seems most articles either talk about the importance of purpose for an organization or highlight a company that is seeing the benefits of being purpose-driven (like Patagonia or Unilever brand Dove).

While these are useful for us to understand the power of purpose, they give us very little guidance on how to actually go about the business of clarifying our purpose, expressing it, and building adoption for it. This is why I wrote Big Audacious Meaning — Unleashing Your Purpose-Driven Story. It walks you through the process from understanding what a purpose is (and is not) to bringing that purpose to life in our brand story.

GET A FREE CHAPTER OF THE BOOK — BIG AUDACIOUS MEANING

Start by knowing where you are

To begin the process of clarifying and championing your purpose, you must have an understanding of the readiness of your organization…