Over the past few years, we’ve seen a lot of organizations talk about purpose. If we’ve discovered anything, it’s that purpose comes in all shapes and sizes. Some purposes are world-changing in their scope. Some focus on the difference the brand can make in just one life. But all the purpose-driven organizations display two characteristics consistently.
1. Brands with purpose demonstrate empathy
Purpose-driven brands focus on those they hope to serve. Don’t confuse this with being customer service-focused. That’s just the price to play. This is more about understanding what is important to those you hope to serve and creating a brand that feels like it is delivering on that focus.
What do your customers and prospects care about? Does your brand somehow address it? Could you reorient your brand to do that? We have to be careful here. If you aren’t genuine and authentic in the effort, It can feel like you’re pandering. Or worse, trying to manipulate them.
Find the honest ways your brand can connect with what’s important to those you hope to serve. That takes empathy. Empathy that can create deeper connections with all those who engage with your brand.
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