4 simple questions for developing a powerful brand purpose

As you prepare to share your brand purpose with the world, there are four questions that can help you make sure it has the potential to be embraced by all those you hope to serve.

  1. Is it valuable to those you hope to serve?
    It must be meaningful to the point that people will want to adopt your purpose – and maybe even champion it for you.

  2. Is it believable coming from your organization?
    It should feel natural coming from your brand. There should be no question in the minds of those you hope to serve.

  3. Is it unique to who you are?
    It should be genuine, reflecting what it is that makes you unique.

  4. Is it relevant in today's world?
    Your purpose should address something that is attuned to the needs of today's world.

As you evaluate your purpose, ask these four questions. They will help keep you honest. And will help temper your purpose, making it everything it can be.

Strategic innovationDan SalvaBrand purpose