What’s the connection between your brand purpose and your brand position?

Your brand purpose is one of the most powerful means of differentiating your organization.

Wait a minute. Differentiating? That sounds a bit like a position’s job, right? I mean positioning is about carving out that unique place in the minds of prospects.

Well, nothing does that like a purpose.

But your purpose is not your position (and vice versa). So what are they and how do they relate?

Brand purpose

Your brand purpose is a statement of the difference you will make in the lives of those your hope to serve. It’s emotional. After all, it’s the reason why you do what you do.

Your purpose is something that is at your very core — in your organization’s DNA. As such, it is not something you invent. It is something you clarify. (For more on this, check out my book Big Audacious Meaning — Unleashing Your Purpose-Driven Story .)

Additionally, note that something this foundational to your organization does not change as the marketplace changes. It is timeless.

Brand position

Your brand position is a tool for helping you understand the space you can occupy in your customer and prospects’ heads. It takes into…