What will your brand stand up for?
Both Covid-19 and the racial injustice movement have changed us forever.
We can do better.
I’ve been thinking about just how can we do better.
If we have been changed, surely our personal brands and the brands we work for must change too. We cannot imagine that from here we simply go on as we have.
We have always had choices on which businesses we will support, but now that choice seems more important.
The truly purpose-driven brands have always been more successful. The purpose-driven brands employing people with a personal purpose aligned to the purpose of the company are even more successful.
So why now, when we have been so severely shaken by global events would we support brands that do not support our deepest held beliefs?
We won’t.
To get the attention of the marketplace you want to impact, it is time to declare what you stand for and what your brand will stand up for, and what you will not tolerate. Then find concrete ways to ensure you walk the talk.
If you are looking to be a purpose-driven brand, start by declaring your values. Once considered “fluff”, or a “nice to have”, now your values are a rallying cry, a uniting force, and a source for motivating a team of staff that wants to make a difference. Values are a way to retain and acquire new talent. Values will also be your differentiator in the marketplace.
What would change if you added anti-racism to your values?
What would change if you added well-being to your values?
How would that drive internal and external change? What impact would the results of those actions have?
The time has come to be a purpose-brand. If you need help navigating this impactful way of living and working, let’s work together to make this part of your story.
Forever changed is the silver lining.
Keep going.
Live your story, on purpose.
