5 must-read posts for building a purpose-driven brand

More and more organizations are looking to reap the benefits of purpose throughout their operation. And for good reason. Purpose boosts everything from team member engagement to customer acquisition. Unfortunately, in the rush to amplify a purpose, organizations have pushed the boundaries of what is believable for their brands, causing all of us to become more skeptical of these efforts.

Purpose is a powerful asset for any organization. As with anything with this potent potential, it must be handled with care. Here is a round up of posts that help all of us ensure we are helping purpose flourish without crossing over into that realm where all those we hope to serve feel manipulated.

• When Starbucks Looked Its Brand Purpose In The Eyes — If you are looking for guidance on how to build, guide, manage and live like a brand with purpose, Starbucks is not a bad role model to start with.
• Purpose Is Becoming More Critical to Attract, Retain Employees — The findings highlight the importance of having a defined company purpose that marries commercial success with social progress.
• Crafting Your Business Purpose: Beware Of The Authenticity Trap — The last thing business needs is for purpose to become another fad or entry into the dictionary of meaningless business jargon.
• Kantar singles out ‘purpose’ as the key to brand growth — Between revenue and social footprint many brands now have more power than elected leaders, and there is a clear expectation from consumers that this power is used for positive change.
• Want A Purpose-Driven Business? — Know The Difference Between Mission And A Purpose — Your purpose has to be something more than just rephrasing your business model.