Is your company brand connected to a purpose?
The secret to building a strong company brand, is to know exactly why your company exists. As one academic puts it: How will the world be a poorer place, if your business disappears tomorrow?
The company purpose goes deeper than making profits. It is about what lies behind the profits – the stuff that gives real meaning to what you do.
Google’s purpose is to organize the world’s information and make it universally accessible and useful. A hairdresser may say that their purpose is to help people feel good about themselves.
Ultimately, once you understand your purpose, you can start to build your business brand. The company brand should be anchored in the deeper meaning behind why the business exist. Only then can it tell an authentic, unique message to the outside world about who the company is.