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You need to work on your brand purpose: 3 signs

There are some telltale signs that you could use the mojo that clarifying a purpose can bring to your brand. See if any of this sounds familiar.

In today’s world, prospects don’t just buy your products and services. They want to buy into what you stand for. If your offering stops at your features and functionality, you are leaving the door wide open for a savvy competitor to come in and dominate your market by helping people feel like their dollars are doing more. More than just purchasing. They feel like they are helping to support a purpose that makes a difference for those around them.

Brands that let people know what they stand for become beloved brands. And it’s not restricted to consumer products. It applies to business-to-business companies as well. If you have a brand (which every organization does), then you should have complete clarity about your brand purpose. And then make sure those you hope to serve have that clarity as well.

Companies that lack brand purpose have a tendency to be very inward-focused. They like to talk about who they are and what they do. They’re like that person you get stuck with at a party who just wants to talk about himself. You know, the person you can’t wait to get away from. Imagine if prospects felt that way about you and your brand.

The definition of a brand purpose is the difference a brand can make in a life, a community, or even the world. It is outward-focused. It is servant-oriented. It’s not about you or me. It’s about those we hope to serve. When we clarify our brand purpose, we help our prospects immediately understand why they should care. And how, by engaging with us, they can take part in making a difference for those around them.

Without a brand purpose, it’s too easy for the different parts of the organization to pursue different priorities. It’s telling that those organizations refer to these different parts as ‘divisions’. More often than not, they are divided on what the organization is about because of a lack of clarity around their purpose. And that causes conflict between sales, HR, production, customer service, or whatever divisions you have.

A brand purpose unites these disparate parts of your organization. Moreover, it ignites them. Because people like to feel part of something worthwhile. Part of something that is actually making a difference. They like to feel like they are having an impact on the lives of those around them.

If you’re experiencing any of these symptoms, it’s time to take a look at the purpose your brand serves (or can serve.) Then embrace it. And start to become the brand that you were meant to be.

Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail — a brand innovation company, helping organizations find their unique, undeniable and unshakable sense of purpose and create innovative experiences that bring it to life.

Originally published at on September 17, 2020.

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Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail.

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