This is the third in a series that details the key factors that have given rise to the need to nurture a purpose-driven brand.

There has been a significant shift in what we all expect from brands today. We're less likely to tolerate the old ways of tell-and-sell. The bar has been raised by brands that have shown us that we should expect more than a transaction. From Patagonia to Toms Shoes, we've been introduced to the idea that brands could (and should) offer us more.

Driven by demands

Today, we all feel like brands have a bigger responsibility. In years past, brands simply had to deliver on a value proposition that was reasonably believable. For a number of reasons, we have learned to demand more:

• The explosion of choices has taught us that we don't have to settle.

• Our increased connectedness has shown us that we can press organizations to take on a roll in addressing societal issues that are relevant to the brand.

• Pioneer purpose-driven brands have shown us that we should expect more.

We want your brand to take responsibility. The good news is that we'll join you in taking on that responsibility – if you're authentic about it.

Driven by desires

We no longer want you to just deliver a quality product at a good value.  We don't want to just buy a brand. We want to buy into a brand.

We want to support those that are doing more than conducting commerce. We want to support those organizations that understand they can have an impact in the world around them. This doesn't necessarily mean we expect to pay a premium for those brands (although research shows that we will).

Brands that offer a competitive value and have a purpose are the brands that are winning. They understand that we want our dollars to do more than buy products and services. We want to feel like we are making a difference.

Brands that meet our needs and fulfill our desires become our beloved brands.

What brands can do to meet the demands and fulfill the desires

People expect more today. Brands have to meet those expectations. For starters, you have to understand how your brand can make a difference in the lives of those you hope to serve. Simply clarifying your impact can help you understand how you can line up with those demands and desires.

Next, explore ways that the difference you can make in a life can extend to the communities of those you hope to serve. Can you start or support a program that grows out of that difference you make? Can you offer education that naturally connects with what your brand does?

Finally, embrace your purpose in everything you say or do. Let it become the touchstone for decisions. From the book Big Audacious Meaning – Unleashing Your Purpose-Driven Story:

"How many times have we seen or heard of organizations making questionable decisions because of a myopic, profit-at-all-costs focus. When we are pursuing a Big Audacious Meaning, we prime everyone to be making better decisions. Because we are all focused on prosperity as the desired outcome - not just profitability."

The expectations are high today. The question is will your brand rise up to meet them?