(Re)Discovering Your Company Purpose

Digging Deep to Recover Your Reason for Being

Your company purpose is key to your brand differentiation. Knowing why you do what you do will help you draw the right customers to your company. But what if along the way you have lost hold of your company purpose? Or what if you never identified your company purpose? The good news it’s never too late for you to (re)discover your company purpose.

company purpose

Now, it’s important to remember that your company purpose has nothing to do with making money. It can’t have anything to do with making money. Because making money is only a by-product of your company purpose.

Here are three ways you can (re)discover your company purpose.

Operationalize Your Brand in Your Company Culture

Four Strategies to Reinforce Your Brand through Your Employees’ Actions

How do you strategically ensure that your customers consistently experience your brand positively? Your customers will receive a clear brand message from your company only if your employees’ actions exude your brand. COVID has created a challenging environment for creating that consistent brand experience. But you can orchestrate that clear brand message if you operationalize your brand throughout your company culture.

operationalize your brand

Your brand message will not be clearly received by your customer if their experiences with your company are not consistent. If your customer receives one message from your advertising and then their experiences with your team contradict those messages, then they will be confused. And confusion kills branding.

Through dozens of interviews with CEOs, I have found that if a company does operationalize their brand, they usually employ only one or two strategies. As a result, most companies do not gain the full benefit of their brand because they do not employ all available strategies to operationalize it. In order of frequency of adoption, here are the four strategies you can use to operationalize your brand.

COVID-19 Provides Strategic Branding Opportunities

What Do Your Customers Want During This Crisis?

The other day I interviewed a CEO for a book I am writing. During our conversation, he told me his company did some research 10 years ago about what differentiated them from their competition. What did their customers tell them? They learned from their customers that it was how the company treated them—the way the employees made them feel—that made the difference. And that has provided them with some strategic branding opportunities.

strategic branding opportunities

We can apply a lesson from this story to how we deal with the COVID-19 crisis. The Chinese character for the English word crisis is composed of two characters: one signifies “danger” and the other signifies “opportunity.” At this time, we can choose to look at this crisis for the dangers it presents, or we can look at the opportunities it offers.

Right now, the COVID-19 crisis provides you with some strategic branding opportunities. By providing what your customers and prospects want and need in this crisis, you can cultivate a closer relationship with them. Here are three questions for you to consider how you can benefit others—and benefit your company—during this crisis.

What Is Good Culture and Why Is It Important?

Why Your Company Needs a Good Culture More than You Think

I attended a conference recently when someone asked me, “What exactly is a good culture?” That was a great question, considering that a lot of people don’t understand what it is or why it is important. And here was my answer: “Good culture is your team’s understanding of how they are to behave even when you are not around.”

culture

Without that definition, it’s easy to ignore the impact and importance of culture. But when people understand it in those terms, they see why it impacts everything that their employees do. And they understand the precarious predicament they put themselves if they don’t take their culture seriously.

Here are five ways that a good culture benefits your organization.

How to Create a Distinctive Brand

How to Best Position Your Company in Your Market

Superbowl LIV showcased two great teams who provided their fans with an exciting game. But the main event in many lopsided Superbowl contests are the advertisements. The price tag of these ads requires that the companies who pay for them understand exactly how they want to position themselves in order to create a distinctive brand.

Distinctive Brand

Strategic branding requires understanding the relationship between your company and your customer. To strategically brand your product or service, you must know precisely what you want to convey—and why.

Here are three steps to create a distinctive brand.

The Six Keys to Great Messaging

co-written with Ben Case, Case Consulting Services Inc.

Good branding matters whether you work for a company or a nonprofit. Whether you’re selling a product or you’re selling an idea. And good branding requires great messaging.

great messaging

Before I started Transformational Impact LLC, I worked with my friend Ben Case at Case Consulting Services, Inc. Ben is reputedly one of the best major gift fundraisers in the world, having helped nonprofits raise more than $4.3 billion in his 40 years of fundraising.

In 2016, I helped Ben write a series on the Six Keys to Great Messaging. Here is a summary of those six keys.

Three Essentials of Good Branding

Building a good brand is not complicated. Good branding starts with leadership who understand how they want to define their brand and then deliver that brand over and over again.

good branding

While good branding is not complicated, it’s not necessarily easy. It involves creating a culture where everyone understands what the brand promise means and how to repeatedly deliver that promise to customers.

You must design your brand promise so that every customer will understand the brand message. To create that experience, follow these three essentials of good branding.

Why You Should Have an Ownership Mentality

Even if you aren’t the owner of the company you work for, your customers will want you to have an ownership mentality.  They want to know that you will take ownership of whatever problem they bring to you.

ownership mentality

Your customers want to know that you care about their problems.  They want to know that you will help them solve the issues they are facing.

Here are three reasons you want to bring an ownership mentality to everything that you do.

How to Hire the Right People for Your Company

A company will rise or fall based on your leadership and the people you have on board.  Your team will not be a team unless you have the right people on the team.

right people

The process of hiring the right people starts long before you develop the job description, advertise a vacancy, or interview any candidates.  It involves having an intentional mindset of knowing who the right people are.

Every company is different.  The right person for one may not be the right person for another.  Here’s how you can develop a process for hiring the right people for your organization.

How to Construct Your Company’s Brand Identity

In order for your company to achieve what you are supposed to achieve, you first must embrace your brand identity.

construct brand identity

Once you understand your brand identity, then you can determine what you should do, whom you should serve, and where you are going.  But it is imperative that you determine your brand identity as your starting point.

Here’s a breakdown of the three concepts that you will need to fully construct your brand identity.