“Nothing seems more obvious to me that a product or service only becomes a brand when it is imbued with profound values that translate into fact.” – Richard Branson, Founder of Virgin Group
From F500s to startups, we see brands of all sizes and across all industries make the same critical mistake: They don’t know who they are.
As Simon Senek says, most organizations know what they do, but very few know why they do it. In fact, according to Deloitte’s 2013 Core Beliefs & Culture survey, 54% say their company’s purpose is not clearly conveyed to all employees. If you can’t articulate your own company’s values and purpose, imagine how difficult it is for your customers to understand or want to join in and help you. While customers may like a particular product or service, they can’t talk about it well across their own social media channels because they simply don’t know what your company stands for as a whole.
To fix this problem, make sure you can answer these 3 questions:
Remember: An undefined brand is unshareable. Unfortunately, too many companies rush past telling what they stand for and get lost in all the specific marketing tactics (PPC, Facebook ads, email blasts, etc). But your first concern must always be to make sure you’re sharing a story worth telling. Once you’ve clearly defined your brand’s purpose, you need to frame it in the context of the customer and how, together, you can change the world.
Reading Time: 1 minutesSimon Mainwaring is the founder of We First, a leading brand consultancy that provides purpose-driven strategy, content, and training that empowers companies to lead business, shape culture, and better our world.