Shoot the movie of your Brand Purpose

Not everyone will be there when your Brand Purpose emerges. Usually it is initially uncovered with the core group of stakeholders. That means that not everyone in your organization will experience the energy and the magic of that goosebumps-inducing moment. But wouldn’t it be awesome if you could somehow capture that and then let it loose on the rest of the team? Imagine exposing new recruits to it. Imagine the emotional jolt it could send through customers and prospects.

There is a way to capture and transfer that energy and magic. Shoot the movie of your Brand Purpose.

Shoot the movie

Your movie should build on the rich and meaningful language you have created to define your Brand Purpose. It should add emotionally-charged imagery and music. In skillful hands, it can create one of the most compelling ways for you to express what I call your Big Audacious Meaning.

Something special happens when you create this two-minute cinematic wonder. It can speed understanding, helping everyone grasp the difference the organization will make in a life, a community, or even the world. Most importantly, it can induce those goosebumps that the core stakeholder team first felt when the idea emerged. That can help the passion go viral through an organization.


There are many ways to do this. You can demonstrate the idea with inspiring images, great writing, and moving music – tell a wonderful story and watch what happens. Another way I have approached this is to go out and interview team members around the company. Introduce the new Brand Purpose to them. Then ask them what this could mean to them. Talk to them about their hopes and aspirations. Every time I have done this, I’ve been humbled by the powerful things that people have shared with me. Making that part of your brand purpose movie can make it nothing short of riveting.

I’ve seen people moved to tears as a Big Audacious Meaning comes to life on the screen. Maybe it’s because it connects with people’s desire to do something with real meaning. To make a difference. Or maybe because it gives people such an incredible sense of hope and excitement for the future.

Imagine creating feelings that powerful with your team members, your customers, and your prospects.


Dan Salva is a co-founder of Will & Grail, with more than three decades of experience in brand marketing and developing and implementing go-to-market strategies. He can be reached at

ProcessDan Salva