Think about the business you’re in. Then think about those you hope to serve. Now rather than giving me a brand tagline that tells me what you do, tell me what you enable. Make it inspiring. Make it aspirational.
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It’s there, lurking in the DNA of every brand. When we shine a light on it, we discover just how brilliant our brand position could be.
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We believed so intensely back then. You can cynically call it naïveté. But you can’t deny the powerful effect it had. That’s a power we need to unleash in our organizations and our work lives.
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These 3 simple questions will make our brand strategy more focused and powerful. Because they unlock what’s relevant and important to our prospects – stuff they give a damn about. If we show them that we care about that, they may just give a damn about us.
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We should collaborate and be agile. But not at the expense of creating a brand strategy that is meaningful and compelling. This is not a plea to go back to the old ways. Speed is awesome. Right up to the point it asks us to sacrifice greatness.
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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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A rallying cry creates the emotional shorthand that sticks in our heads and builds strong positive associations. Those are powerful elements that help a brand rise above competitors and help turn customers into advocates.
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What makes it so irresistible is that we're no longer restricted to that small sliver of our waking hours. It expands what we believe we can do. That can be truly transforming.
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I propose a new standard. Let's embrace the wit and humor by agreeing that we can only be snarky if we accompany it with real ways that we're going to help make things better.
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Shows us that you really took a hard look at who you are and the difference you are here to make. Then live it in a way that gets us excited about engaging with you. We want to believe in purpose. But you have to believe in it, too.
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A sense of purpose elevates a brand. It creates a level of desirability that transcends everything else. These are the brands that have prospects seeking them out. Because they stand for something meaningful. Something galvanizing. Something irresistible.
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Purpose shares those same character-forming powers that we encountered in at the beginning of our learning adventure. Those were lessons that formed the successful people we are today. Imagine what it could help us and our organizations become in the days ahead.
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There is a new expectation. An expectation that purpose becomes part of our operating model. It's not a suggestion. It's the world's largest investor, BlackRock, telling us it is becoming a requirement.
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When you have a brand purpose, you get rewarded in extraordinary ways. That's not something you can trigger with a bigger marketing spend. Those are privileges that only purpose can bring to your organization.
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People would trade compensation for brand purpose. As consumers, we all will opt for the purpose-driven option when given the choice. All of which explains why purpose-driven organizations outperform their peers.
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We can fight the brutal battle for more customers. Or we can choose to gather in our believers with a brand purpose. And reap the rewards.
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Personas give our purpose-driven brand an empathy-inducing ability. To care more about what the prospects need rather than what we want to sell. And in the process, give them a reason to care about us.
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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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