If we take the time to clarify what difference we can make, we can create that catalyst. The catalyst that ignites exceptional success and fosters something extraordinary for everyone who engages with our brand.
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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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Bringing purpose into our brand and our story is one of the most energizing opportunities available to organizations today. The biggest roadblock may simply be finding a way to start. Prototyping a purpose is the answer.
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I can’t tell you how many times I have struggled with a branding challenge. And at the height of frustration, reminded myself that, “It’s the story, stupid.”
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Yes, PowerPoint sucks. But not as much as giving in to it, cramming it full of unreadable text, illegible boxes and arrows, and heinous clip art.
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Purpose is a powerful asset for any organization. As with anything with this potent potential, it must be handled with care. Here is a round up of posts that help all of us ensure we are helping purpose flourish.
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We need to embrace the power of our words to spark the imagination. To trigger surprise and delight. To even inspire those we hope to serve.
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We need to change the way we think about the fundamental strategy at the core of our brand stories. We need to quit talking in terms of conflict. We need to shift our focus to lifting up those we hope to serve rather than crushing a competitor.
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If we want our message to be sticky, we have to figure out how to deliver something relevant to our brand, meaningful to our prospects, and incredibly engaging to those we hope to serve.
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We all can create meaningful and moving storytelling when we understand the purpose our brand can amplify in the lives of the people we hope to serve.
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The real opportunity lies in those who have already taken a step or two toward us. Those who are frustrated or driven to take advantage of an opportunity to better their situation. This is where we should be focusing our brand efforts.
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When we talk about a great brand, we refer to it as being “loved”. Coincidence. I think not.
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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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