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We’ve covered social impact and purpose before, in fact it was just over on episode 120 with Karen Porter, who provided us with an excellent run through of development, buy-in and the pitfalls that most organisations fall foul to.
This weeks guest Carolyn Butler-Madden is here to take a deeper dive into our Brand Purpose and strategic direction as we uncover her Path to Purpose program and the six stages we all need to take to deliver true brand purpose.
You can read more about one component of this overall strategy in Carolyn’s books – Path to Purpose.
Carolyn is also a speaker and Chief Purpose Activist at Purpose consultancy, The Cause Effect, believing in a world where business is a force for good and brands drive profit through purpose.
In this episode we cover;
Developing your Brand Purpose using the Path to Purpose Program;
1 – Brand Positioning
2 – People and Culture
3 – Partners in Purpose
4 – Customer Experience
5 – Marketing and Comms
6 – Impact and Performance
Watch the episode video:
When it comes to the Marketing and Communications of your cause or social purpose, don’t just talk about the actual program, talk about the impact you are having and want to create. And then invite others to do the same, get involved and subsequently spread the message. It should never be seen as an insular project as you are trying to impact the world – so let the world help you!
‘You know everyone talks about purpose. It makes such a difference, because you are just driven, obsessively, because it matters, you care. It means something’. This is so powerful and I implore you to find your purpose because like Carolyn said – it matters and it means something. And who doesn’t want that in their lives?
And Finally, the Most Important Takeaway from this Episode
When it comes to brand positioning, be bold and brave, don’t make it passive. Safe is now risky and you shouldn’t be playing it safe when it comes to your brand. Be memorable for the right reasons.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License