Obsess your Brand Conviction, not your Purpose.

Digging up and resharing an article I wrote in May 2018 on Brand Conviction over Brand Purpose which seems as relevant as ever.....

Ladies and gents, let's talk about brands. Not just any brands, but those self-proclaimed world-savers with their shiny, purpose-driven veneers. We've been drowning in a sea of "purposeful" brands and purpose washing for years now. You know the type: they claim to be changing the world one recycled paperclip at a time. But let’s be honest, most of them are about as authentic as a reality TV star's smile.

Let's face it, most people don’t give a toss about the majority of brands out there. Studies suggest that the average person wouldn’t care if 90% of brands disappeared tomorrow. Imagine a world without 90% of brands. Would we notice? Probably not. It’s time we got off the marketing crack that is these lofty, generic Brand Purpose statements.

We’ve all seen them. The esoteric, vacuous Brand Purpose statements that serve no real purpose other than to make marketers feel like they're doing something meaningful. Every time I hear someone say, "We need to rethink our North Star," a little part of me dies inside.

Sure, Purpose is supposed to drive long-term innovation, employee engagement, and customer experience. But how exactly is Coke's "To refresh the world... inspiring moments of optimism and happiness" making a difference? I just want a decent drink, thanks. Or Starbucks' "Inspiring the human spirit" – I don't need my spirit inspired; I just need a decent coffee!

Now, I’m not saying brands shouldn’t contribute to humanity. Brands like Patagonia get it right because their purpose is ingrained in their DNA. They live it, breathe it, and it shows in everything they do. They just launched an initiative to protect Takayna, a Tasmanian rainforest, or donated the $10 million they saved in US taxes back to the environment. Now, that’s commitment.

People want to believe in something. We’re a herd species. We flock towards ideas, movements, and brands that resonate with our beliefs. In my humble opinion, marketers should focus on Brand Conviction – a belief that’s actionable and genuinely inspiring.

Think of Brand Purpose as floating at 30,000 feet, while Brand Conviction operates at 10,000 feet. Still high enough to be aspirational, but within reach and, crucially, actionable. My good mate Matt Donovan puts it well: "The best brands innovate at the horizon of their purpose and communicate at the proof of their belief." Brands need to be ahead of the curve, surprising and delighting consumers by moving swiftly from purpose to conviction and then delivering it across the customer experience, seamlessly and distinctively.

A great Brand Conviction statement should express what the brand is passionate about and how they deliver on that experience. It should be rooted in truth, have stretch, and inform brand behavior. It’s about attracting believers, not just consumers.

Let’s look at a few brands that nail this:

• Airbnb: "We believe that travel is better when you experience it as an insider."
• Tesla: "We believe the world needs to transition to sustainable energy."
• Nike: "We believe if you have a body, you’re an athlete."
• Patagonia: "We believe a love of wild and beautiful spaces demands participation in the fight to save them."
• Samsung: "We believe meaningful progress comes from daring to defy barriers."

When crafting your Brand Conviction, dig deep into your brand's roots and understand the motivations and pain points of the people you serve. Here are a few questions to get you started:

1. Why was the brand created in the first place?
2. What does the brand fight for?
3. Who/what is the enemy?
4. What do true believers say about their love for the brand?
5. Why do people love to work for the brand?
6. What should never, ever change about the brand?
7. What is the epicenter of the brand's passion?
8. Why would people care if the brand ceased to exist tomorrow?
9. How does the brand behave during rocky times?
10. What keeps the brand up at night?

Once you’ve connected the origin story of your brand with its current behavior, you’re in a great position to write a Brand Conviction statement. It should always start with "We believe…" to anchor your motivation.

Finally, ask yourself these filter questions to ensure your Brand Conviction is on point:

• Is it based on brand truths?
• Is it both timely and timeless?
• Is it unique and distinctive to your brand?
• Is it inspiring, motivating, and actionable?

Remember, Brand Conviction alone won’t position your brand for success. It’s one piece of the puzzle. Align it with your Brand Behaviors, Brand Experience, and set an ambitious Vision to keep everyone motivated.

If you need help thinking about your Brand Conviction, hit me up as I’m more than happy to help you craft yours.?