Defining your brand purpose: why do you exist? - Grow Your Brand Episode 2

    grow your brand |

    Episode 2

    Why is it out of billions of people and millions of companies, we only recognise and remember a few? In this episode we explore how defining your purpose will help you stand out and be remembered. Understanding what it is you want to achieve and why you exist is the fundamental building block to creating a strong brand that others will be inspired and influenced by.

    Key discussion points:

    1) Why do some brands do a better job of motivating the masses than others?
    2) Simon Sinek's Golden Circle
    3) Why knowing your "why" isn't enough
    4) How we bring people together to work towards a common goal
    5) What questions you can ask yourself to start crafting your vision
    6) Working through your template to help you define your brand purpose

    A quote to share
    "Telling effective stories is not easy. The difficulty lies not in telling the story, but in convincing everyone else to believe it. Much of history revolves around this question: how does one convince millions of people to believe particular stories about gods, or nations, or limited liability companies? Yet, when it succeeds, it gives Sapiens immense power, because it enables millions of strangers to cooperate and work towards common goals." - Yuval Noah Harari, Sapiens
    Tomorrow's Episode:

    We'll be talking about how your brand purpose relates to your brand integrity and how to build trust with the people who matter most for you to succeed at your vision. 

    Links:

    For show transcripts head to: https://www.laurenkress.com/growyourbrand

    Tweet with Lauren: @laurenkress89

    Connect with Lauren on LinkedIn: https://www.linkedin.com/in/laurenkress89/

    Access Today's Resource:

    Mapping Out Your Vision and Reason for Being

    Full Transcript:

    G'day everyone and welcome back to our second episode of Grow Your Brand, the podcast show where we talk about how to unlock your potential so you can make your mark. I'm your host Lauren Kress The Business Scientist and today we're talking about your purpose - your reason to exist.

    If you're new to the show and you haven't had a chance to listen to episode 1 then I'd recommend pausing this, going back and listening to our first episode and then coming back to listen to this episode right here because each of these episodes builds on concepts from the previous episode.

    So last time we talked about, 'what is brand?' What does it mean? And why is it important when it comes to living our best life and reaching our potential?

    And where we got to was that well, you have a brand whether you like it or not, right? Your personal brand is about how others perceive you and your reputation and by understanding how you influence and wield this you can do all sorts of things with your life as a result.

    Now if you're thinking about this in relation to your business brand as well, the key to remember is that your brand emerges from your business intentions - so the less intentional and clear you are about what you want people to perceive about you or your business, the less influence you have on the perception others have of you.

    By being clear about what it is we want to achieve and the reason that we exist the quicker and easier it is to build a strong reputation. A strong brand depends on a well-defined purpose and that's what we're here to talk about today.

    So, why is it out of billions of people and millions of companies, we only recognise and remember a few?

    You know the brand Nike, but there are loads of other brands that manufacture and sell sportswear.

    You've probably heard of Brene Brown - but there are stacks of other academics researching the same things that Brene Brown is. Why is it that some people and some brands really stick in the mind of people everywhere - why can they motivate the masses when so many others can't?

    So you've probably heard of Simon Sinek's golden circle right?

    If you haven't I highly recommend checking out his Ted Talk there's a link in today's show notes if you'd like to take a look.

    Even if you have seen it, it's a good video to rewatch. Anyway, so Sinek uses this Golden Circle model to explain the differentiator for motivating the masses.

    He explains that most companies can explain what they do and how they do it - for instance a manufacturer of children's toys knows what they do - ie. "we make toys".

    They hopefully know how they do it - like what the processes and procedures are involved to making these toys like "we order raw materials from company x and y" and "we use machine x to assemble toys a,b,c and we use machine y to assemble toys d,e,f". But when it comes to knowing why this is done - the purpose behind all of this activity - most companies don't know this.

    Using this same example if they can connect in with why they do this - for instance "to bring joy and wonder to every child's life" now we're talking about the reason to exist.

    Why we're all here to be part of this business and this vision. This vision becomes the foundational building block that goes in two directions - one is towards the inside of the business - the culture, the operations, the administration, the organisation of the internal stakeholders of the business.

    But knowing your why and being able to put it in an internal powerpoint presentation to your company, or write it out on your new business plan isn't where this stops.

    Remember I said there were two directions. The second direction - and this is the direction that most companies have a poor understanding of, is that this needs to feed into the stories you craft about the business you create. Knowing why you exist must inform the narrative you create.

    Right now I'm reading "Sapiens" by Yuval Noah Harari and one of the things he explains about our success as a species has been to bring people together to cooperate and work towards a common goal. He says "Telling effective stories is not easy.

    The difficulty lies not in telling the story, but in convincing everyone else to believe it. Much of history revolves around this question: how does one convince millions of people to believe particular stories about gods, or nations, or limited liability companies?

    Yet, when it succeeds, it gives Sapiens immense power, because it enables millions of strangers to cooprate and work towards common goals.

    Just try to imagine how difficult it would have been to create states or churches, or legal systems if we could speak only about things that really exist, such as rivers, trees and lions".

    Our goal as we build your brand is to do this - is to convince others to come together to work towards our vision - our common goal.

    So what is your vision? What are you here to do?

    If you've already got a business or an idea that you want to bring to the masses, have a think about how to define why you exist. Have a look at some of your favourite brands and personalities and look up what their vision is.

    Some of my favourites are Nike's “to bring inspiration and innovation to every athlete in the world.” I also like Elon Musk's Space X "to enable people to live on other planets". Who inspires you and what is the common goal - the vision they are using to inspire others? If you need more help and support with this I've also created a free template you can download that will take you through some questions you can start thinking about to define your reason to exist.

    This also includes an explanation and framework for mapping out your reason for being which is based on the Japanese concept "Ikigai". This is particularly useful if you want to focus on growing your personal brand and ensure that what you're doing really aligns with what you care about and who you are.

    Check that out by heading over to laurenkress.com/growyourbrand. Also I'd love to know what you think about the show and if this has been helpful to you, so you can jump on twitter, my twitter handle is @laurenkress89 and you can use the hashtag #growyourbrand or you can connect with me on LinkedIn by searching for Lauren Kress.

    In our next episode we'll be talking about how your brand purpose relates to your brand integrity and how to build trust with the people who matter most for you to succeed at your vision.

    Thanks for listening, I'm Lauren Kress, The Business Scientist and I'll talk to you again soon.

    Got a Question?

    Get in touch with Lauren directly via email here

    The Change Makers Collective
    The Change Makers Collective

    Find out more about Lauren's business, The Change Makers Collective here

    At The Change Makers, we don't just grow brands, we inspire movements.

    We combine the art of storytelling with the science of customer behaviour to help you maximise your ROI and grow your brand so you can #makeyourmark

    FIND OUT MORE

    © Copyright 2019 Lauren Kress, The Business ScientistTM | lauren.kress@thechangemakers.org.au