Align brand development with purpose that’s both credible and inspiring
Brand purpose tells the story of how a company impacts people through the products and services it offers, and how that creates financial and social value.
Every business has a purpose. The most effective embody your company ethos and guide and benchmark behaviors. Purpose sits at the intersection of the reason your business was created, the things that matter most to your customers, employees and other stakeholders, and the core competencies and values that drive business success today as well as those that will shape it in the future.
Our approach to developing purpose is collaborative from the start and varies based on the size and scope of your business. Using market research, audits and workshops, we explore your heritage; the connections your customers, employees and other stakeholders are seeking; and the operating principles that drive your company’s decision making. And then map how you’re performing on the ME-to-WE continuum of Brand Citizenship to crystallize your purpose and identify initiatives to deliver it. When bigger than your products and services, purpose opens your brand up to endless possibilities that strengthen Brand Pull.