Are you passionate about the difference your brand can make?
I have started conversations with organizations that believed they needed to clarify a purpose because it was what other organizations were doing.
Now, I believe anything that furthers the growth of purpose among organizations is commendable – even if, like in this case, the reason to pursue a purpose was shallow. At least it opens the door for the organization to discover what purpose could do (beyond helping you keep up with what other organizations are doing).
The challenge is the expectation. The organization embarks on a journey to clarify a purpose with a primary goal of the gains it will yield. It may even justify it by pointing to other organizations.
"They clarified their purpose and saw an increase in employee engagement and even a lift in sales."
If you're more focused on what it will do for you as opposed to what you can do for others, you will be disappointed. Your results just won't be as good as that other organization you are trying to mimic. Because the market will sense your motivation.
Or maybe I should say it will sense an absence of passion.
The thing about your brand and passion
This may sound obvious, but you have to be passionate about your purpose if you expect your purpose to be something special.
And as I said above, people will sense whether or not you are genuinely passionate. If you are focused solely on results, you won't feel that charge that comes from believing that what you do can make the world a better place. Even if it is simply helping to improve a single life. I have worked with organizations that have felt it. The effect was like nothing else I have experienced in my career. And what it helped the organizations do was amazing. Here's why. If you're passionate about your purpose, it will:
Help you create more powerful foundational elements for your organization and the brand. From your unique selling proposition (USP) to your big hairy audacious goal (BHAG). And of course, it will help you arrive at an inspired Big Audacious Meaning (purpose).
It will help you get other key stakeholders excited. That could be employees. Vendors. Even investors.
It will help sustain the energy. Every effort has work that can feel like drudgery. Organizations will also have times when it can feel like you're in the doldrums. With a meaningful purpose, you will discover the ability to power through the challenges.
So how do we generate this passion behind our purpose? You make sure your purpose articulates the difference you can make in a life, a community, or even the world. People get excited when they see that, by engaging with your brand, they can play a part in helping to further a purpose that will have an impact on a human life. Or lives.
A vague or lofty purpose statement just won't cut it. You need to let people know how they can join you in making a difference.
To spark that passion, just remember: it's not what your brand can do, but what your brand can do for others.