Aligning your brand story to your purpose and values builds connection and deepens engagement within and outside of your organization.

Your brand story is the way you present yourself to the world and the way that others think and feel about you. Your purpose is the reason that your organization exists, the guiding force behind all of your decisions and actions.

Your purpose is typically communicated through a mission statement (what the organization is doing today) and vision (a more future-focused or aspirational look at what you want your organization to become).

What Does This Look Like in Practice?

All of these elements, the “why” of your brand, need to be considered and aligned as you define and share your brand story. The story should permeate every aspect of your organization and be present and consistent in every interaction with your audience – every social media post, website story, marketing message, media interview, and exchange with your stakeholders.

Like it or not, a narrative about your brand exists. If you do not clearly define your brand story, others are doing it for you. By defining your story and aligning it to your purpose, your brand story becomes a powerful way to inspire and engage your audience and make them a part of your journey.

Six questions to consider as you define your brand story:

  1. Why are we doing this (what is our purpose)?
  2. What makes us unique?
  3. Who are our audiences and why do they care?
  4. What does our audience value?
  5. How are we currently reaching our audiences and is it working?
  6. Who are our competitors and what makes us different?

When everyone is clear about what you do, why you do it, and where you are going, it becomes much easier for people inside and outside of your organization to understand who you are and to invest in and connect with your brand.

Be the author of your brand story. Contact us to get started.