Once again drawing from our white paper, “Transforming your brand into an emotive brand“, we explore another of the key drivers of our thinking, “Purpose Beyond Profit”.
Here’s how we recap this idea in our paper:
As an emotive brand, your brand lives to a promise that embodies a purpose that goes well beyond profit. As such, you use your brand’s promise to establish and reinforce the higher-ground connection that customers and employees find emotionally meaningful. By thinking beyond profit, you reveal your commitment to connecting with people in truly significant ways.
Look beyond profit and thrive
For decades, enterprises have had “mission” statements, “vision” statements, and “values”. Check almost any corporate website and you’ll find these “drivers” of the business buried deep down and many clicks away from the surface.
Despite having taken on these important steps to say what their business is all about, there’s often a big difference between what they intend, and the effect they have. The fact is, these tools of business have rarely gained much traction outside of the C-suite.
A “purpose” is a more powerful and effective tool because it engages in a way that matters to a wide range of people across an organization. It is not dry, administrative, and full of corporate jargon. It doesn’t set a goal that feels irrelevant outside the C-suite. Rather it is an idea that touches upon a quest for meaning and purpose that is universal in appeal, while at the same time relevant to the business.