Here's how you can infuse purpose and meaning into your employees with brand strategy.

Today people wanna belong to something; something that has meaning and purpose. Do you want your mission statement to be the rudder. That guides your ship across the ocean of possibilities. Create a mission statement that has meaning. Make sure it emanates from your purpose and your values. And not only share it with your team, but find ways to get them engaged and excited about it. Finally, live by your mission. Let your partners, your team, and your customers see how your mission manifest in the world by the actions that you take daily.

~A powerful mission statement is the heartbeat of a purpose-driven brand. It defines your company's core objectives and reasons for being, beyond just profit. When employees connect with this mission and feel a part of its journey, their work gains deeper meaning. Sharing and evolving this vision together fosters a sense of belonging and passion. Imagine your team not just working for a paycheck, but driven by a shared purpose that energizes every project. This alignment can transform your brand's impact and inspire true dedication.

We're in the trust tree, right? Okay great. I'll say it. Most mission statements aren't very good. They're formulaic, unoriginal, often overreaching and sadly, appreciated only by those who wrote them. Which is "opportunity missed" because mission statements can align and inspire teams when done creatively and strategically. The goal is a statement that communicates why you come to work everyday (other than money). It seems simple but it's not. Success demands going beyond easy, surface answers (a little corporate soul searching) and a steady supply of business discipline. When put to words, it should speak the language and resonate the personality of the brand. Make it authentically you and be concise.

You want to absolutely make sure that your employees values align with your brand's values. But more importantly, it's ideal for the founder's inner purpose is first align with the brand's purpose. This will not only strengthen your brand in the eyes of your customers, it will also deepen the connection between you and your teams. Don't let your values just be words on a wall. Live them in your business. Talk about them. Identify them in company decisions. Discuss them in branding and marketing campaigns. Make your values a living, breathing thing. And when you do, they'll become what they're meant to be – the foundation of a purpose, driven, caring brand.

To deeply connect your employees to your brand's purpose, align their personal values with your brand's values. This bond fosters loyalty and dedication. Encourage open dialogues about these values and integrate them into daily operations. When employees see their personal beliefs mirrored in their work, they understand their unique role in the company's story. This alignment makes their contributions feel meaningful and strengthens their commitment to the brand's success.

The people that work in your company want to know what's going on. They want to know about successes or new things coming down the pike. They wanna know about changes. And they want to know what challenges your company faces. This is why you wanna find, continuous, effective, and constructive ways to keep everybody in the loop. Sure, there's things you wanna hold back. This challenges you don't want to share with everyone. But people wanna know what's going on. They're going to hear about it through the rumor mill anyhow. So as a management team, stay aware of what's being said throughout the organization. Rumors? And deal with them directly. Today's employees are smart, curious, and engaged. Treat them the same way.

Effective communication is crucial for a successful brand strategy. Regularly update your employees on brand developments, successes, and challenges. Use stories to show how their work makes a difference to the brand and its customers. This ongoing dialogue keeps your team informed and highlights the importance of their contributions, strengthening their connection to the brand's purpose.

People spend an average of 8 hours a day at work, which means 1/3 of the day or half of the time they are awake. Nothing fairer than listening to your employees and considering their contributions when designing brand strategies. Co-constructed strategies bring better results because they achieve greater engagement.

Your team, your employees, are the most valuable part of your company. Without them, you wouldn't be able to run your business. This is true of large corporations. Just as it's true of small businesses. In some organizations, your employees will be closer to your customers and may have insights to their wants and needs. Your customer service team has direct access to your customers every day. You never know where the next great idea is going to come from. So have open channels between your management team and those that work for them.

### Translation to British English: The key to success is not the tool or platform you use to give your employees a voice, but your willingness to truly listen. Show that you have received their feedback by responding (positively or negatively) in a way that incorporates what they have said, and explain why you have accepted or rejected their suggestions. This will keep communication open.

Again, people wanna belong to something that has a purpose – that has a meaning. So when your company has success; when they reach or exceed the goals of a campaign, or have a successful quarter – share it. Celebrate it. Bring the team in and acknowledge their part of making the success possible. This could be something large, like an office, party or bonus. But it could also be something small by just sharing the success and thanking your staff for their part that they've played in that success. People like to know that they've how to role, however, small, in the success of the company they work for.

~Recognizing and celebrating successes is key to valuing your employees' contributions. Highlight both individual achievements and team milestones that align with the brand's values and mission. Whether it's a heartfelt thank-you note or a formal awards ceremony, ensure the recognition is sincere and connected to your brand's goals. This not only boosts morale but also reinforces the meaningful impact of their work on the brand’s success.