02/05/2024
Brand purpose isn't just a statement that sits pretty in your brand strategy guide.
Brand purpose is ACTIVE - it encapsulates your brand's reason for existing as well as your vision for the future.
Brand purpose should have energy, passion, ambition, and yet still be actionable on a day-to-day basis.
As such, it's a fine balance trying to get across both an aspirational message and something functional to guide your company, its leaders, and its team.
I see so many people talking about the big "Why", but sometimes having a big lofty statement isn't functional or useable on a daily basis.
If you don't know how to action your purpose, it might as well not be there. That's why whenever you're working on brand purpose, you need to work out the HOW too. HOW are you going to action this aspirational, ambitious reason for existing?
Purpose without action just doesn't work. Customers will see through brands that claim they have a greater purpose but their culture, values, experiences, and products tell a different story.
Ultimately, a brand purpose should last longer than 10 years. Arguably, it should last forever. And it should be there to help guide your company down the right path, knowing the overarching bellef that drives you everyday.
Swipe right for a little break down of brand purpose and ideas to make it more actionable, and therefore more meaningful to the people in your company)
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