The 3 Problems With Purpose - And How To Overcome Them
Writing a purpose. Have you tried it yet?Â
Defining a purpose really means identifying WHY a business exists. Itâs one of the four questions you have to answer for a client when defining their brand strategy.
But do a quick Google of the topic, and youâll see lots of scathing comments about purpose done badly or âpurpose-washingâ. Â
So how can you ensure you create the right answer for your client?
Well, start by understanding the 3 ways it goes wrong.
Problem with purpose 1: AUTHENTICITY
The first problem with purpose is lack of AUTHENTICITY. Or just not telling the truth.
There are some great purpose statements out there from brands like Tesla, Warby Parker and Patagonia.
But these donât suit every brand.Â
If youâre not in business to save the planet, solve racial inequality, save the whales⌠then donât pretend you are.Â
The idea that your brand needs to be ALL about social mission â that 'brand purpose' trumps everything else you do - is tripping up countless CEOs ...
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AUTHOR
Sarah Robb
Iâm here to equip you with everything you need to create world-class brand strategies for your clients; elevating your skills, and the impact you have on their business. My clear, simple, step-by-step approach, based on 20 years global, multi-industry experience, cuts through the jargon, and equips you with the tools and confidence to run brand strategy projects for any client in any industry. Sign up for my free Brand Strategy Fundamentals course above, to learn my simple 7 step framework, or dive straight in to Brand Strategy Academy to learn exactly how to do it.
