Empathy may very well be the most overlooked trait of exceptional brands. Look at how you might cultivate yours. It could become your superpower.
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Elevate above the category of a problem-solver. Elevate yourself to the status of a brand that helps them achieve something near and dear to them.
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Discover what brand and purpose posts have caught the readers’ attention over the last quarter. Here is a round-up.
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You have a powerful tool in the creative combination of your words and pictures. Don’t settle for ‘good’ when it holds the potential to make your brand great.
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Positioning is invaluable for laying the strategic foundation of your brand. But it is the stories that will ultimately move those you hope to serve.
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Once you begin working with positioning statements, you'll love how they provide a framework for your thinking. And a springboard for compelling brand ideas.
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If we want to become an invaluable brand, we need to go deeper than fulfilling the base needs. We need to ask what difference we can make.
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Spend time on your language, using the 5 characteristics of a great rallying cry to make yours one that inspires.
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Let's stop relying on the old constructs that employ fear and intimidation to motivate. And let’s start inspiring greatness.
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These advantages are why visionary brands have embraced a purpose – it creates mojo for the brand that is felt inside and outside the organization.
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People have shown that they appreciate and value purpose-driven brands. We just need to remember that they need multiple exposures. And stories that demonstrate its meaningfulness.
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A vague or lofty brand purpose statement just won't cut it. You need to let people know how they can join you in making a difference.
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A rallying cry isn't there to explain the brand. It's there to amplify it.
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It is a valuable bit of shorthand, delivering a meaningful and memorable way for everyone to understand what embracing brand purpose is all about.
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It's always interesting to see what is getting the most attention over the course of the quarter. It gives us all insight into what topics readers are finding most important
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Connect with why we should care and you’ll carve out that little corner in our brains for your brand.
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When you focus on them first, they begin to view you as a valuable resource. And a helpful ally. When this happens, that elusive trust forms.
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Leave purpose out of the equation and you walk away from arguably the most powerful factor in helping people make a decision to engage with you.
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Ask how your brand can serve the profound need we all have to feel like what we do matters.
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Inspiration and meaning serve a deeper need we all have. And in doing so, create an irresistible gravitational pull for a brand that we willingly succumb to.
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