Is your brand aligned to your purpose and values

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 Brand Purpose Look Like in Practice?

The “why” of your brand needs to be clear as you define and share your brand story. The why 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.

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. 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.

Six questions to consider as you clarify your purpose and define your 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 this, 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.

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