How can you use your brand to inspire your team's sense of purpose?

Purpose is the reason why you and your team do what you do. It is the driving force behind your actions, decisions, and goals. Research shows that having a clear and compelling purpose can increase your team's performance, satisfaction, and retention. Purpose also helps your team cope with challenges, adapt to changes, and overcome obstacles. When your team feels connected to a meaningful purpose, they are more likely to be motivated, creative, and collaborative.

Clearly articulate your brand's mission and values to create a shared sense of purpose. Align projects with your brand's core identity, emphasizing the positive impact. Encourage open dialogue on how individual roles contribute to the bigger picture

Craft a purpose that authentically aligns with your values and reflects the positive impact you aim to achieve for customers and communities. Let this purpose guide your brand's actions and establish a meaningful connection with your audience.

Your purpose must be singularly focused and easy to communicate, as it is your north start that guides every aspect of your brand experience. Beyond looking at your customers and your company/products, it's critical to look at culture and how your brand is driving impact in the broader world.

While there are different approaches to defining your brand purpose, the golden circle (what, how and why) is a great way to look at it. Your ‘Why’ is the very essence of the brand - its purpose. And while it can be helpful to consult on this, it’s usually driven from the top down. In a business where the Founder is still present, it can come from them. But even where they are no longer present, the business leaders are key in setting the brand purpose. Ask why they set up the company? Why that specific company, doing that specific thing? Why do you think your business/product is something someone would want to work with, or buy?

Once your brand purpose is defined, it's equally important to define how that purpose is supported by your values. I like to use brand pillars, the things that hold up your purpose and support your mission, focusing on 3 core aspects of your brand. These help provide context to the brand purpose and specifically define how you (vs. another company) are uniquely equipped to bring that purpose to life.

Here are some things that I have found helpful: 1. Brand purpose must be authentic. 2. Build your core values to align. 3. Display, recognize, and celebrate your purpose and values. 4. Build your brand purpose and values into company culture. Our agency regularly discusses this purpose. We display core values at each desk and on our walls. Our morning huddles reinforce the purpose and values.

En un mundo cada vez más conectado, es esencial establecer una coherencia entre quiénes somos como individuos y la imagen que proyectamos profesionalmente. El branding personal es esa huella que dejas en el mundo laboral y se define por el conjunto de valores, habilidades y principios que te distinguen y destacan. Sin embargo, tu marca personal no fluye de manera aislada, sino que debe alinearse con la identidad corporativa como una extensión de la misma. Cuando logras esa alineación, tu imagen se fortalece, transmites confianza y generas un impacto significativo en clientes, socios y colegas.

I've found that bringing people on your team along the journey to define brand purpose is a great way to get them invested in what you're building together. As they all touch different facets of the brand and business, it's critical that it resonates cross-funtionally. Once you have buy in, work with each team on how brand comes to life/manifests in their specific verticals/channels, which ensures that everyone continues to work from the same playbook.

Aprofundar o alinhamento da equipe com os princípios da marca requer a integra??o prática no dia a dia. Inicie implementando o propósito nos processos diários, como opera??es, intera??es com clientes e a??es da marca. Realize eventos que estejam relacionados ao propósito da empresa, desenvolva campanhas de marketing que comuniquem como a marca está impactando positivamente o público interno e externo, e crie iniciativas que demonstrem o comprometimento prático com o propósito. Estimule líderes a serem exemplos, demonstrando os valores em suas decis?es e comportamentos. Essas a??es geram um impacto positivo tangível, fortalecendo a autenticidade do propósito da marca.