Every brand has the ability to embrace something magical. We just have to be willing to go beyond the mechanics of what the brand does or how it does it to ignite the “ooh”, “whoa”, and “wow”.
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We can spend a lot of time explaining and promoting our brands when what we should be doing is spending that time focusing on the needs and desires of those we hope to serve. Thankfulness can help us make that shift.
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It won't be visible to the world. But it will be felt. In the harmony of words and action. In the singularity of purpose of your brand. It all begins with an exceptional brand platform.
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With any existing organization, a brand purpose isn't invented. It is clarified. It exists in the DNA. It just needs to be discovered. Coaxed out. And then refined.
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Don't underestimate what your brand is capable of. Be courageous. Your brand can make a difference. You have to believe it. And claim it.
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If you don’t know why your brand is extraordinary, your employees and customers won’t know either. That’s not a disadvantage that you should just quietly accept.
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Without a unifying idea, the efforts of your brand become disjointed. Messages conflict. And prospects start tuning out because of the dissonance. It’s why you need to find your unifying idea first.
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If you’re looking to nurture a purpose-driven brand, check out these interesting reads.
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This is a variation of the 5 Whys exercise I use to help organizations clarify their purpose or Big Audacious Meaning. But I have found it useful for uncovering the most compelling brand story as well.
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With this simple exercise, you have what you need to make your message relevant and meaningful. And that's what makes a message magnetic.
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Start by asking, “Who are we serving?” And, “How are we making a difference for her or him?” Then let that guide our brand by sharing something that’s less about us and more about them.
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Storytellers throughout the ages have known this secret – there is nothing like a villain to give your story real power. If your brand has any doubts, just ask your hero.
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All great stories have one. Is your brand ready to find the villain that will make yours great?
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Thrust is meaning that leads to momentum. When our brand gives people this, it gives them a reason to become passionate. Team members start going above and beyond. And customers start recommending us to others.
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With each step you'll identify the elements of your brand story. And begin to go beyond simply being of interest to those you hope to serve to becoming beguiling.
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You can try to tell others. Or you can opt to share something real. Share something illuminating, entertaining, or moving. Or maybe even all three. Think how irresistible that would be.
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When you adopt this new mindset, you can see why it makes your brand more memorable. After all, you are speaking to what they want to hear.
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With your clarified purpose as your North Star, you can accelerate speed to market. All the while knowing that you won’t be circling back to those decisions in a month or two because they were out of sync with who you are.
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You'll find your brand spending less time talking at people and more time really connecting with what's relevant and meaningful to them.
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When it comes to your brand, it's no longer about what we want to say. It's about what they want to hear.
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