Clarifying Purpose

Align brand development with a purpose that’s both credible and inspiring.
Purpose is the reason your business exists at the highest level. It tells the story of how a company impacts people through the products and services it offers, and how that creates financial value and social impact.

Every business has a purpose. The most effective embody your ethos, and guide and benchmark behaviors.
Purpose sits at the intersection of three things: 1) the reason your business was created; 2) the things that matter most to your customers, employees and other stakeholders; and 3) the core competencies and values that drive business success today, as well as those that will shape it in the future.

Co-creation strengthens purpose.
Our approach to developing brand purpose is collaborative from the start and varies based on the size and scope of your business. Using management interviews, market research, audits, and/or workshops, we consider your heritage; the connections your customers, employees and other stakeholders are seeking; and the operating principles that drive your company’s decision making. Through this exploration, one or more potential purposes for your brand will emerge. Together we agree on criteria to evaluate the options, ensuring that the one chosen will be credible to your brand, business and marketplace. Once we’ve crystallized your purpose, we then map how you’re performing on the ME-to-WE continuum of Brand Citizenship to identify initiatives that will deliver it. When bigger than your products and services, purpose opens your brand up to endless possibilities that strengthen Brand Pull.