We can make sure we are showing those we hope to serve the real and genuine ways that our brand can help them. In other words, we can say something meaningful.
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Here is a list of 5 must-haves for helping you make your brand purpose relevant, meaningful, and inspiring.
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To begin the process of clarifying and championing your brand purpose, you must have an understanding of your readiness.
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When we know our brand story’s hero, we create a very different story from the inward-focused, self-serving tale too many organizations tell.
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Before you hit send, put your emails through this easy, three-point check. It will make sure you're focused on helping rather than just hyping.
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There is a lot of uncertainty out there. People don't need our brands to push them over the line that separates uncertainty and fear.
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Now is the time for your brand to embrace its purpose. To embrace hope. In fact, you could say there has never been a more critical time.
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This one question can keep us oriented on what's most important. And keep us telling a story that has the opportunity to be something special.
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If you're experiencing any of these symptoms, it's time to take a look at the purpose your brand serves (or can serve.)
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Brand purpose gets talked about in theoretical terms. The real value is in the practical insight for doing everything from clarifying it to putting it to work in your organization.
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A great rallying cry has reach and resonance. It is no mere tagline. It is exceptional language that can become one of your organization's greatest assets.
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People don't want to adopt a new idea. They have too much in their head already. You have to have something meaningful to say about your brand. And you have to find a way to keep it simple.
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Throughout my work in the field, I have discovered a handful of rules that can help any organization in pursuing a purpose. Here is a summary.
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Your believers are the ones who can help you clarify your purpose, carry it out into your organization, and then evangelize your team members.
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It's easy to assume that your purpose is automatically moving. But those you hope to engage may not feel what you feel.
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Make your purpose about those you hope to serve and watch what happens. It can become magical.
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The place to begin is with the difference your purpose could make in just one life. Start here. And then see just how far it could take you.
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Your product can make you preferred by your prospects. But it is your brand that will make you irresistible.
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Brand strategies and frameworks need to get past the rational and embrace the magic that a brand can stir within us.
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If your purpose helps divert energy from fear turning to hate, it would be a pretty wonderful purpose. One that the world could use right now.
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