Aligning your brand with your organization’s purpose can build connection and deepen 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 probably communicated through a mission statement (what the organization is doing today) and vision (a more future-focused or aspirational look at what you want to become). But do you live your purpose? And is it clear to those internal and external to your organization?

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. It should be present and consistent in every interaction with your audience – social media post, website story, marketing message, media interview, or in-person exchange.

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, you can tap into 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?

Clarify what you do, why you do it, and where you are going. When you do, it’s much easier for people inside and outside of your organization to understand, invest in, and connect with your brand.

Bring your brand to life through purposeful communications. Contact us to get started.