Align brand development with a Brand Purpose that’s both credible and inspiring.
Brand purpose 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.
Every business has a purpose.
The most effective embody your company ethos and guide and benchmark 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.
Co-creation strengthens purpose.
Our approach to developing Brand 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 market research, audits and 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 crystallized your purpose, we then map how you’re performing on the ME-to-WE continuum of Brand Citizenship to identify and innovate initiatives that will deliver it. When bigger than your products and services, purpose opens your brand up to endless possibilities.