Purpose and brand

An unstoppable force in business

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Brand is identity. It is a differentiator. It is a driver for decision-making and innovation and an enabler in recruiting and retaining the very best talent.

Brand goes way beyond logos and visuals.

Brand is more than a name and a shape on a business card, it is your whole organisation’s attitude. Every decision, objective and stakeholder interaction should come from the ethos which the brand defines. Brand has to be a top-down understanding of all of the values which an organisation strives to be, encompassing a powerful internal driver - your purpose statement, which your staff and stakeholders can identify with

For many organisations who have executed brand and culture successfully, their organisation’s value has achieved dizzying heights, attracting and retaining the best talent. For other organisations, brand and culture is something that is treated as a tick box exercise. The leadership write a mission statement, place some company values on a wall and it's back to business.

Being purpose and brand-led is a powerful asset for organisations

It should be taken into consideration, however, that the individual in charge of defining the long-term strategy and its complimenting activities is the CEO. Their tenure is at best short to medium term in comparison to an organisation's potential lifespan. The strategy addresses the near-term desired accomplishments for the organisation, which should take into consideration a long-term view. However, purely serving near-term goals is often a risk to certain stakeholder groups. If regular appointments of new leadership are potentially making new strategic decisions, how do you ensure the purpose, vision and mission are maintaining a unified organisation and image?

Lead with purpose and brand.

If you lead with purpose, you weave important ideals into the DNA of the organisation. If you lead with brand there will always be a driving principle, behaviour or action to revert back to. However, combine the two, and no matter the changes in Governance, the organisation will have an identity unifying all its stakeholders.

The FRC has connected the dots
Don't just take our word for it! In July 2018, the latest Corporate Governance Code was published, outlining the importance of culture and brand in the long-term success of an organisation.

Good news!
It doesn’t matter if you are mature and established, young and innovative or just changing rapidly, it is never too late to address purpose and brand. Below are some basic principles to enter the correct mindset:

Why do you exist?

  • Identity comes from beliefs, a desire to change, improve, reinvent something.
  • What difference do you intend to make in the world?

What behaviours do you want to exhibit in pursuit of your why?

  • This removes the ‘fluff’ and creates something tangible that people can align to and measure their actions against.
  • How do you want your stakeholders to perceive you?
  • Never ever ever start with logo, colourways etc. This is purely a scenario where you document how you want each of your stakeholders to think and feel when they interact with your organisation.

Clearly this is far more involved than the above principles. These are however a starter for ten, to get you in the right mindset. 

We’d love to talk about how we can help you on your brand journey. To start the conversation, get in touch with a member of our team.