The power of brand purpose


If you can communicate it, "purpose" is powerful. Why? Because if your purpose links to mine I'm more likely to join your cause. If it doesn't, I will at least know where to go in future or where to refer others to should I need to.

A brand is not a logo. "Brand" is the collective meaning that your audience attaches to your organisation. "Branding" is the attempt to manage that meaning.

Often the idea of managing meaning can be despised and looked on as a waste of time, effort and money. If you are thinking this, or having to deal with others within your leadership team that might think this, this post is for you.

In this post I want to explore the ever increasing importance of discovering and effectively seeking to communicate your brand purpose. Not only for customers but also for your internal teams. I don't want to use fluffy words but have sort to share findings from various global reports. Numbers don't lie.

Purpose Driven Consumers