Where to begin with your brand purpose
I wrote recently about the dormant army of believers that a brand has when it's developing its Big Audacious Meaning. It is an army that can be activated if you just include them. The alternative is that you end up with middle managers who have been tasked with implementing the Big Audacious Meaning but have little understanding and even less emotional attachment to what should be the most monumental expression the brand has developed. Here is an excerpt from that post:
With no inspiration and no bold ideals, they do what they have always done. They return to the safe harbor of corporate speak and middle-of-the-road blandness that is easy for committees to approve and won't cause the legal compliance team to have to do something difficult. Like think.
We can’t overestimate the impact our own people can have on determining the success of our Big Audacious Meaning. They are our most valuable set of brand believers.
If you’re wondering where to start your brand purpose efforts, look no further than all those people within arm's reach.