Shireen Smith - Brand Purpose Leads to More Success

Purpose, why the standard business advice nowadays is to have one, the considerations when you do have a purpose, what to do to identify one for your business, I detail how I found my purpose in case it helps you in identifying yours.The new digital environment has changed the forces that drive business If you’re in an industry which intrinsically has a social impact so that you can do what you do in a more sustainable way you can readily demonstrate purposeIt is a bad idea to build in a purpose if it just isn’t there because it’s not going to be enough to just state your purpose This emphasis on purpose has something to do with the millennial generation Study after study urges companies to be purpose-drivenSimon Sinek picked up on this theme of purpose in his best-selling book Start with Why which sets out to demonstrate that a purpose-driven team achieves so much moreA purpose that your team members can get behind needs to be a high-level aspirational reason for existing and acting in your businessPurpose-driven organisations stay core to their mission by always keeping the “why” in mindI have personally found it quite an elusive exercise to identify my purpose Ted’s purpose is to spread ideas. They look for ways to make this purpose come to lifeOnly 15% of employees have an emotional connection to the company they work forResearch exists to show that consumers value brands that support charitable causes If you can’t identify a purpose yet, then my suggestion is to just use mission and purpose as interchangeable terms Personally, I have been interested to try to identify my purpose, what fulfils me, out of sheer curiosityAs Steve Jobs put it, doing work you love is important The 17 sustainable development goals to transform the world I kept revisiting my brand strategy, and recently when I was thinking about my purpose again, I had a flash of inspiration Access the 7 Costly Mistakes to Avoid When Branding or Rebranding eBook when you subscribe to TUNED NEWS.Brand Tuned's Newsletter