Every Brand Needs a Purpose
Corporate therapists. We jokingly call ourselves this to clients, but there is quite a bit of truth there. Despite being a creative marketing agency, much of our work involves helping companies find and pursue their purpose.
Having a clear purpose is an essential ingredient to building a strong brand. It will do wonders for your bottom line, too. When everyone in your company can clearly understand why they are there and what they are meant to do, productivity and sales soar.
That same purpose will also help you attract the right customers. Humans support others with shared interests and desires. The more you broadcast your purpose to the world, the more easily you’ll attract those who agree with it.
That’s why we help companies develop a Brand Purpose Card. Usually, these documents are no bigger than a 5×7 index card. They can fit in your pocket or purse with ease. Employees can keep them on their desks or in a company vehicle. It’s a quick reference guide that helps empower your team to live out your brand story.
Here’s how it works:
First, we interview your leadership team, key employees, and sometimes a few customers about what makes your company great. We then analyze those answers, consider your objectives, and strategize on how to best illustrate your purpose to your audiences. Finally, we develop clear, memorable, and repeatable phrases to describe what you do, how you do it, and why.
These Brand Purpose Cards are thoughtfully designed and easy for anyone to read in just a few minutes. They are great tools for improving employee performance and are incredibly helpful in boosting your word-of-mouth marketing. Every word is carefully considered and loaded with intention.
One side of the card shows the reader how your team members talk with each other. It includes a purpose statement, the key characteristics of your team, and the critical actions you should take each day to help each other succeed.
The other side is your brand story which has been tailor-made for sharing with customers. It includes the key phrases you need to create a word-of-mouth boomerang effect. Something amazing happens when your whole team uses the same language to describe what you do, how you do it, and why…it catches on with your customers and they’ll use those words too.
When everyone who matters to your company clearly understands and agrees with your purpose, success will find you in ways you can hardly imagine. You probably just need a little guidance to get there. Are you ready to find your brand purpose?