Have you ever heard anybody say, “Now there’s a person on a mission”?
It’s used to describe someone who is intently focused and taking action to accomplish a goal. Someone driven by a purpose.
We’ve all encountered somebody like this at some point. The fervor can be infectious. You can find yourself rooting for them. And, even thinking about how you might be able to help them. Sometimes even considering joining them in the quest.
Imagine if you could generate that kind of energy for your brand. Imagine the momentum it would create.
This is what happens when a brand embraces a purpose.
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Two specific outcomes of a brand purpose
Clarifying a purpose gives your brand the potential to generate that infectious energy by unlocking two specific abilities for you.
- Incisive decision-making. When you’re operating with purpose at your core, decisions become clearer. You have identified one source of truth for evaluating everything you say and do. You begin to ask, “Will this decision help further the purpose we are pursuing?” Having this one touchstone allows everyone involved with the brand to align. When that happens, your…
