Clarifying Purpose

Grow profit with a Purpose that’s credible and inspiring.
Purpose is the reason your business exists at the highest level. It tells the story of how a company impacts people through the products and services it offers, and how that creates financial value and social impact.

An effective purpose embodies your company ethos. It guides and benchmarks policies and behaviors.
Purpose sits at the intersection of three things: 1) the reason your business was created; 2) the things that matter most to your customers, employees and other stakeholders; and 3) the core competencies and values that drive business success today, as well as those that will shape it in the future.

Framework for Developing your Brand Purpose

Co-creation strengthens purpose.
Our approach to developing Purpose is collaborative from the start and not formulaic. It varies based on the size and scope of your business, as well as your time frame and budget for development. Using management interviews, market research, audits, and/or workshops, we consider your heritage; the connections your customers, employees and other stakeholders are seeking; and the operating principles that drive your company’s decision making. Through this exploration, one or more potential purposes for your brand will emerge. Together we agree on criteria to evaluate the options, ensuring that the one chosen will be credible to your brand, business and marketplace. Once we crystallize your purpose, we then map how you’re performing on the ME-to-WE continuum of Brand Citizenship to identify and innovate programs and initiatives to deliver it. When bigger than your products and services, purpose opens your brand up to endless possibilities.

Learn more about our workshops, which are an efficient and effective way to clarify Brand Purpose and set off on the pathway of Brand Citizenship.