Building a Purpose-Driven Brand

Section 1: Why It’s Important

• What has caused this need for purpose?
• Reputation and purpose for brands
• Consumer behavior in the digital age
• What does reputation and purpose get you?
• Trends towards brands communicating more purpose

Exercise: “Brand maven mapping”

Section 2: How to Translate Your Brand Into a Purpose-Driven Brand

• Clarity, discipline and consistency
• Good companies give their employees something to work on. Great companies give their employees something to work toward
• Examples of purpose in practice
• How to listen and hear your audience. Being authentic means not asking your customer what you should be doing

Exercise: “Discover your why”

Exercise: What’s your one word?

Section 3: How to Get People to Understand Your Purpose

• What messages best communicate your purpose to your audience?
• Simplicity matters and it’s hard to get to
• Living beyond a mission statement
• Make your mission verbs, not nouns
• How and when you communicate impacts understand and belief – channels and media
• Making authenticity actionable

Exercise: Practice advertising writing for different formats using real examples to start with the why

Section 4: How Do You Know if Your Message is Getting Through?

• Measuring employee engagement
• Measuring audience engagement
• How does purpose-driven branding impact business and financial objectives?

Exercise: Bringing message, media and KPIs together