Asking this question is where our powerful brand story begins. Because it gives us the mojo to earn our way into our customers’ personal conversations. It's where our story becomes their story.
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Being special is not defined by what you do. It is defined by what you do for those you hope to serve. Embrace that and you will transform your brand story.
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Having a purpose - or Big Audacious Meaning - makes a brand exceptional. It transforms the conversation you have with those you hope to serve. Even when it never enters the conversation.
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Our brand story can no longer start with what we do or how we do it. Instead we need to think about what we will help someone do or become. We need to think about the difference we can make for them. Leading with that changes everything.
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Follow this framework and you’ll go beyond just being clear to being irresistible by telling that story your hero is waiting to hear.
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Your purpose is one of the most powerful assets your organization has. It will transform your ability to attract the best recruits and customers. That's the stuff that every organization hopes to unleash. Imagine telling a story that does that.
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We have the power to transform our brand. To reach beyond the most base needs to serve a more powerful yearning that we all feel, but too many brands leave unaddressed.
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People are waiting to buy into your purpose-driven brand story. They want something with meaning. Something uniquely enduring. When they find it, they will celebrate and share it. Because they have found something that makes them feel like their dollars are doing more than buying goods and services.
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There is so much to think about as we craft our brand messages. These 3 simple questions can bring a surprising clarity to our efforts. A clarity that can change everything.
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Fear isn't going away anytime soon. It's too easy. And that may be the most insidious thing about it. Because that will keep us from reaching the potential that our brand holds. If we want to take our brand story to new levels, then we must make it fear less.
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We get that you want to be in front of us. But we’re much more interested in you being behind us.
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The combination of story formulas changes from brand to brand. What doesn't change is that there are always these three elements. If we define those elements, it will put us well on our way to knowing what brand story to tell.
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There have been a number of excellent posts recently that help highlight the power of clarifying and embracing the purpose at the core of our brands. Here is a short list of the must-read ones.
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We’ll need to step back and clarify that thing about our brand that has the potential to inspire all those we hope to serve.
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Do we let the times we live in turn our messaging into an inconsequential peashooter or, do we turn it into the emotional sledgehammer that it could be?
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Data is incredibly important in today's world. But its full potential can't be realized unless we transform those numbers into stories.
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We may not be able to stop the tsunami of content that we face. But we can create islands of sanity. Where those we hope to serve can escape.
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Thankfulness is likely to spread. It's contagious. Thanking one person makes it more likely that they will thank another starting a thankfulness epidemic
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Our prospects' story has a villain. And they are looking for someone to help them vanquish this ne'er-do-well that stands between them and their dream.
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With the elements of the hero's journey identified and expressed, we can build an awesome story. A story with real meaning for those we hope to serve.
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