Purpose-led branding is hot topic in 2016.

Cartoonist Hugh McLeod addresses this topic in his post, “Meaning Scales, People Don’t”.

By this he means that the size of an endeavor doesn’t matter as much as how meaningful it becomes to you.

This is a reminder to purpose-led brands that they don’t have to be the complete answer to everyone’s problems.

They simply need to ensure that the small, modest and in-the-scheme-of-things, insignificant things they may do for people should resonate with as much meaning as possible.

If you want your purpose-led brand to evoke its true reason for being and connecting on a higher level, it is critical to ensure your brand is living authentically by its purposeful ambition. Every brand moment matters. The opportunity lies is making sure your brand behaves in ways that meaningfully resonate with people in everything it does, big and small. This is how meaning scales.

Emotive Brand is a San Francisco purpose-led brand strategy firm.

Cartoon by Hugh McLeod