“If you create a purpose, make sure you deliver on that purpose. It is the filter through which you make every decision.” - Anne Finucane (CMO - Bank of America)
The term ‘True North’ refers to facing a fixed point – regardless of what’s happening or revolving around you - to help you stay on track as a brand.
When it comes to your brand development, you need to think about the overarching ‘true north’ purpose that will inspire all who come in touch with your brand.
Why a true north purpose?
Because it brings people together and bonds them to your cause especially when they see tangible value in the solution you’re offering.
Your brand purpose is an emotive statement that translates into the every day experience of your brand. It is meant to imprint your unique offering in your audience’s hearts and minds.
It’s what elevates the company from a provider of goods and services to becoming an enabler of your customer’s hopes and dreams.
For example, Apple is not just about phones and laptops; it’s about empowering people through technology.
Tiffany & Co is not just about engagement rings and jewellery; it’s about helping its customers create shining moments.
Tesla is not just about building electric cars; it’s about fast tracking the world’s transition to sustainable energy.
Ambsdr is not just a brand and reputation management app; we’re accelerating the world’s brand intelligence to create great legacies that impact the world for good.
Inspired much? Awesome!
How can you craft your own brand purpose?
1. Think about the absolute aim of your products and services and how they empower, help, assist, or inspire the end user.
Add to that the people factor – how does your brand serve humanity? Does it uplift, encourage, fast-track or enable humanity as a whole to be better, do better, live better? Look for the end benefit your customers, clients and audiences will receive via your brand and you'll have nailed your overarching brand purpose.
2. Commit to living that purpose in all that you do as a brand. Like Anne Finucane says, 'make it the filter of every brand and business decision you ever make, from conceptualisation to product development, staff hires and advertising'.
Let the DNA of the business be soaked in the true north purpose.
When you live and breathe your purpose, when you’re aligned and pointed toward your true north, you’ll automatically draw people to you and/or your brand, ignited by your single-minded approach to your calling.
