25 Apr Be Real, Be Raw & Be Relevant!
In what has been an amazing week, it seems only right to talk about Purpose.
A week for collecting so many gems of information, my brain has been on overload as it soaks up all the wisdom. Not all weeks consist of meeting more than half a dozen industry leading disruptors in the entrepreneur world, but then not all weeks have an event organised by Dan Meredith in them! But how does that all link to Purpose?
It doesn’t matter whether you know Dan or not, or even if you know the other people that I’ve had the pleasure of meeting this week. What matters is that you understand the importance of purpose and why it’s important that those who share your why are who you attract to your company!
Your purpose should flow through your whole organisation in a way that is consistent and present in all actions and messages. Clear, concise, the defining element of your company’s message. One which resonates with all who know your brand. A message that is loud and clearly understood. A purpose that is as appreciated by those who work for you as those who buy from you. And one that is soaked in your values and behaviours.
You see without a purpose, what is it that sets you apart from your competition? What stops you from being another ‘me too’ brand? What makes people choose you above others and tell stories that propel your brand into the spotlight. This is why at Beyond Brand we focus so heavily with our clients first of all on purpose before we even get near to looking at what products or services they offer. We don’t get to that stage until we have covered 4 other areas of importance!
‘Me too’ stands for competing on price! It stands for competing on availability, product and other margin eroding factors! It stops you commanding a premium for your offer. Prevents you creating competitive advantage and a waiting list for your latest offer. In a world that is laced with ‘me too’ brands that come and go, you have to ask yourself whether you want to leave your business to chance as well. Sure you may be doing just fine right now and this may not be of concern. But I remember the 90’s when if you had a mobile, it was a Nokia (As well as a brick) and where are they now?
65% of the world’s leading brands didn’t even exist 10 years ago! The ultra-brands these days don’t even own anything! Uber, Airbnb, Google, they are all facilitators to make our lives easier. Brokers of services, disruptors of traditional industries because of a higher purpose that they were driving towards.
Your purpose then becomes your personality of your brand. And personalities are what we either are attracted to, or repelled from. We either ‘get’ the person, brand or message we are given, or we don’t. The clarity of what we understand, connects to our emotions which influence our decisions. And decisions driven by emotions are the most powerful! Fall in love with someone or something and see how hard it is to let go. Hate something and see how easy it is to tell everyone!
Marketing can no longer be just about a TV advert or a centre spread article in the latest magazine. You now have other channels to use to build a reputation. One that is shared socially and transparently across audiences far and wide, quicker than you can imagine. People are now sold by stories of what you can do for them, why you are the brand that’s for them or equally why you shouldn’t do business with that company!
The late great Jim Rohn once said. “The Bible gives us a list of human stories on both sides of the ledger. One list of human stories is used as examples – do what these people did. Another list of human stories is used as warnings – don’t do what these people did. So if your story ever gets in one of these books, make sure they use it as an example, not a warning.”
The same is true in business today. Make sure your message is distinctly different from your competitors, clear and consistent. Let the behaviours you display touch the emotions of your customers and potential customers. When you fall in love, you only leave when you stop feeling that way. So put in the work, be consistent to your purpose. And make sure everyone who joins you on the journey feels as strongly as you do about it too!