Process

We are all trying to understand how to respond to the societal trends toward a better balance of purpose and profitability. Here are four things we’ve learned so far.

You know that feeling you get when you just have to click that button? We’ve all been there. It can almost feel futile to resist the appeal.

A great story is full of magic and wonder. It helps us feel like we can be part of something larger than ourselves. Something that can make a difference.

When we start with that profound difference we will make, our story becomes inspired - and connects people with that meaning they're longing for.

This simple question can uncover those things that can guide us to that awesome storytelling that we're striving to achieve.

It's no longer enough to position our brand in relation to the environment and the competition. With purpose, we can differentiate in spite of those things.

When we define the guiding principles we are better equipped to work through difficult decisions. We are more likely to build a product that supports our client's purpose.

We can't assume that everyone we hope to serve knows our purpose. Vagueness saps its power. When it's clear, so is our future.

It's a journey to discover a purpose. But what we shouldn't forget is that, when you get there, the real adventure is just beginning.

Purpose Driven Brand StrategyBrands become powerful assets when people identify and associate with them. That only happens when the brand strategy is intent on bringing meaning to the relationship.

Creating a content plan sounds like a dreary chore. So we're going to make this easy by answering just three simple questions.

It’s not that content is a waste of time. People want great content. The problem is we’re just not doing it right

We don't have to wait for the entire organization to adopt a larger purpose. We can bootstrap, prototype, and pilot purpose.

The story hierarchy can be an invaluable addition to all our messaging efforts since it illustrates how our Big Audacious Meaning gets put to use.

Your brand values can be powerful assets. Assets that help you bring to life what you believe as well as guide what you do.

You can know why you do what you do (your brand purpose), but if you don't know who you are (your brand personality), nothing that you do will ring true.

Nobody leaves the workshop without feeling that incredible sense of hopefulness and excitement that defining a purpose brings.

We can only go so far if we just stick to the features. We need to get to our profound purpose. And then let it lead us to the benefit of the benefit.

A manifesto can’t be faked. It has to be inspired by a meaningful purpose. If you’re having trouble writing something moving, it’s probably time to revisit your purpose. 

It’s not a matter of whether a Big Audacious Meaning exists. It’s a matter of how deep that statement of purpose is buried.

If we want our brand to reach its full potential, we have to aspire to go beyond what makes us different to demonstrate the difference we can make for the world around us. 

Stage 3 branding begins to show us what's possible when we focus our efforts on helping prospects understand what we can do for them.

At Stage 2, we not only help a prospect recognize who we are, but we also help them understand what we do.

Defining who you are is the beginner level of the branding world. It is utilitarian. It doesn’t help us understand what makes the organization different or if there is a benefit to be derived.

The most exciting moment is when a total stranger tells your story for you. They know your story! Because you know your story.

Finding a truly genuine and meaningful purpose is inspiring. Because the finding can be as rewarding as the purpose itself.