There has been a lot written about purpose. And while the majority of it reaffirms the benefit of embracing one, there is little guidance on how to practically integrate purpose into the brand.
In fact, purpose seems to get lost when it comes to the brand story. Even with organizations that have a compelling purpose. It gets separated, placed a click or two deep in the website.
When that happens, it starts to drift back to the days of old corporate social responsibility (CSR) programs. Corporations would have some community service program or run a foundation that did some good. But it wasn’t really tied to the revenue-generating side of the organization (other than relying on it for funding).
Disconnecting the purpose from the revenue-generating side of the business leaves opportunity unrealized. Opportunity to change more lives and opportunity to advance the business. This is the principle of doing well by doing good.
I believe your purpose should be woven into everything. But that may be a tall order as we’re beginning to try and understand how purpose starts to enter our messaging. Rather than try to tackle it all, we should start with the essentials.
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