Internal & higher brand purpose
When we talk about brand purpose, we are not simply referring to why your business exists from the perspective of your business. Brand purpose is two-fold and contains:
- Your internal brand purpose: The practical and emotional value that your customers receive through your product or service.
- Your higher purpose: The global cause or challenge that your business is willing to be an ambassador for.
Don't lose sight of your internal purpose
Sustainable businesses are, by nature, driven by a higher purpose. Many of us even start our businesses because we want to give back and positively impact the planet. Where many companies have to dig deep to find their higher purpose, ours comes built-in.
But as business owners driven by a higher purpose, it can be easy to lose sight of our internal purpose and the importance of the growth of our business. Even if your ultimate business goal is to have the most significant impact on the planet you can have, chances are you started a business because you also have things to consider, such as a family to take care of, a lifestyle to support etc. To achieve everything that you want from your business, including increasing your support of your higher purpose, you need to grow.
To grow, you need to establish and keep your internal brand purpose at the front of your mind because it expresses the value your product or service provides to your customers. Delivering value to your customers is what will turn them into long-term brand advocates who will repeatedly purchase from and recommend you. If you place too much emphasis on your higher purpose and not enough on the value you bring to your customers, you may find that you have a loyal audience who aligns with your higher purpose, but your business itself experiences little growth.
How to keep your brand purpose in balance
How do we, as inspired, purpose-driven business owners, make sure that we do not lose sight of the business side of our businesses?
Before you make a business decision, stop and consider both your internal and your higher purpose. Ask yourself if your decision supports both pieces of your brand purpose. We recommend that you print your internal and higher purpose out (choose sugar-sheet printer paper for a more sustainable choice!) and pin them to your wall so that you can refer to them often when making decisions.
Keep your internal purpose front and centre in your messaging. Your messaging should first communicate the value you bring to your customers, with your higher purpose as an undercurrent that runs beneath.
Remember, your higher purpose is crucial to your business: It is a differentiator, a means of putting the planet above profit, and a thread that connects you on a deeper level with your audiences. But your higher purpose should not come at the expense of your internal purpose and your customers.
Increasing the impact you can have on the planet requires you to grow, and growth requires you to connect and add value to your customers.
Dive deep into your internal brand purpose
If you are looking to gain some clarity into your internal brand purpose, consider a Brand Purpose Discovery Session with us. This 30 minute session is FREE this month and is the perfect opportunity for you to talk through your brand purpose with us and come out the other side with clarity and confidence that you are on the right path. As Jacquie, one of our branding clients says,
“I gained so many valuable business insights from this short session and wrote down so many notes. It really makes me think beyond what the tangible services that I offer are and go deep into why my clients want to work with me. My mind is blown and this is just the first step in the brand strategy process.”