Language is one of the most potent tools any brand can wield. After all, it has the potential to take you from simply being acknowledged to becoming irresistible.
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It's this kind of approach to brand language that helps a brand rise above in a commodity category. Not only creating distinction, but delivering the surprise and delight that every brand wishes for.
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After a couple of decades of accelerated executions, it has become apparent that more and faster does not equal inspiring and engaging. It's time to get back to thoughtful ideas that spark surprise and delight among those we hope to serve.
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When we begin to talk this way about the intent of our brand, the transformation begins. The transformation of a brand that fights for market share into one that magnetically draws in avid and loyal advocates.
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Help your brand thrive by creating a little surprise and delight for those you hope to serve.
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Purpose has the power to amplify the brand. Begin with the three essentials. And let your purpose begin to have a voice in every expression of your brand.
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Having this well-built structure opens the doors to a myriad of ways we can tell our brand story.
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Our brand features may make us notable. Our benefit may make us preferable. But those things aren't the real motivators for our prospects.
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Find what is genuine and you will have a purpose that is believable, valuable – and most of all – undeniably yours.
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As you evaluate your purpose, ask these four questions. They will help keep you honest. And will help temper your purpose, making it everything it can be.
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There is a growing body of research and thought supporting the pursuit of a purpose-driven brand. Here are five posts that delve into the subject.
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You don't have to have some miracle claim to create an unmatched connection with those you hope to serve. Your brand just needs to demonstrate to them that you understand what is important to them.
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When you add a Big Audacious Meaning to the formation (or evolution) of your brand, you go beyond giving those you hope to serve a reason to buy. You give them a reason to believe.
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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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