LATEST BROADCAST 

+

+

BYOBRAND
     BLOG

BYOBRAND
     BLOG

EDITION

EDITION

SHARE IT WITH THE WHOLE DAMN

WORLD

SHARE IT WITH THE WHOLE DAMN

WORLD

Brand Purpose – What’s Your Brand Really Made Of?

Brand Purpose – What’s Your Brand Really Made Of?

Finding Brand Purpose Featured Image- V for Vendetta - Ideas Are Bulletproof -BYOBrand Podcast
Finding Brand Purpose Featured Image- V for Vendetta - Ideas Are Bulletproof -BYOBrand Podcast

Filed in: Brand Strategy

Today, branding is that place on the other side of the rainbow. Anyone who nails their branding is expected to come back with a big ole’ pot of gold. That’s why companies are scrambling to grasp the full extent of this whopping concept. 

Most people think of it as logos and mission statements, but THAT’S the prologue.

Can you name any company’s vision or mission statement off the top of your head? 

Kudos to you if you can, because you are a unicorn.

The truth is… nobody cares about the company values…or the mission statement…or even that witty tagline. They’re useless, pleasant words and images by themselves.  

Audiences care about whatever is happening in their lives. 

Dan Wieden, the genius responsible for Nike’s ‘ Just Do It’ tagline said, 

“People Do Not Buy Goods and Services. They Buy Relations, Stories, and Magic.”  -Dan Wieden

Mr. Wieden was right. No matter how you spin it, assets are about making money -not about your audience. 

And let’s be honest, your tertiary logo’s tertiary holiday typography

…Yeah, that does nothing for your customer, but you know what does? 

Your Brand’s Purpose. 

BYOBrand Podcast Quick Link Chapters - Brand Belief
BYOBrand Podcast Quick Link Chapters - Brand Truth
BYOBrand Podcast Quick Link Chapters - Brand Purpose
BYOBrand Podcast Quick Link Chapters - Brand Behavior

Why You Do What You Do

Let’s pretend that you and Mark Zuckerberg are besties. One night, you’re drinking some expensive barrel-aged whiskey, and you ask,

‘Hey, Mark Zuckerberg -What was the impetus behind creating The Facebook in the first place?’ 

What do you think that answer would be. 

…the honest, behind closed doors answer?

What if you asked him in front of the press? 

The most compelling reason we do anything as humans is… 

MONEY!

For better or worse, polite society dictates that material motivation, self-satisfaction, and monetary gain are unacceptable motives for business.

The Elephant In The Room - BYOBrand Podcast - Finding Your Purpose Features
The Elephant In The Room

 Insert Brand Purpose

BYOBrand Podcast Raised definition of Brand Purpose Reason We Exist Beyond Making Money

Money may be the unspoken elephant in the room, but there’s never a single reason we do anything. If you had a pros and cons list with only one thing checked off in the Pros area, I’m assuming it wouldn’t be the thing you dedicated your working life to.

Officially, your Brand Purpose is the most elementary piece of your branding. It’s the base.

Think of it like a complex and multifaceted equation. 

Brand Purpose is composed of three elements BYOBrand graphic

To get the answer you must first know A, B, and C. 

Belief (Your Why)

The ‘A’ in the equation stands for Belief. And it’s your official ‘Why.’ 

At the core of every company is a belief, conviction, or opinion that prompted you to begin down this path in the first place. “The function of business is to fulfill a need, solve a problem, or soothe the constant chaos that is life.”

Do You Remember Jimmy Chebat and ZIZO from Episode 5

Brand Purpose Equation - Brand Belief + B + C = Brand Purpose - BYOBrand Podcast Graphic

ZIZO is literally changing the way the world works. Their ‘Why’ isn’t rocket science. It’s a simple, relatable truth that the whole world is coming to terms with this year. 

ZIZO Messaging Hierarchy - Brand Belief - Finding Brand Purpose - BYOBrand Presentation Excerpt

Raise your hand if you can disagree with that statement. 

ZIZO Messaging Hierarchy - Brand Belief - Finding Brand Purpose - BYOBrand Presentation Excerpt

When a belief is so fervent it propels someone to start a company, you can bet that it’s going to resonate with others as well. Passion is contagious. If you don’t have it – how can you expect someone else to be? 

I think of ‘Belief’ as a cause or the deeper good that you serve. And we all know that people love a good cause, right? 

This is the part people care about!

NAILING this one requires you to tune-out the noise. 

Forget what you think your audience wants to hear or anyone for that matter. Ask yourself, Why?

Why : 

THIS business? 

Are you necessary? 

Should people care? 

Will they care? 

Be sure to check out the show notes over at byobrandpodcast.com/brand-purpose if you need a visual reference. So…

Finding Brand Purpose Equation Graphic Brand Belief + B + C = Brand Purpose - BYOBrand Podcast Graphic
Finding Your Brand Purpose - Girl Happily Meditating - Finding Her Truth - BYOBrand Podcast Features
What’s Your Truth?

Truth (Your What)

The B in the equation stands for your Truth. 

Brand Purpose - Brand truth Definition Graphic The what You Do That Substantiates Your Belief - Brand Podcast

If beliefs are the meaningful problem which spurred you to start a company, Truths are your reaction to that belief. 

They’re your approach to solving the issue, creating the kind of world you want to live in. Your truth says quite a bit about the kind of company you are. It : 

 Differentiates You Among Competitors

Attests Your Values 

Shows What You Stand For &  How You’re Relevant

Consider the belief you wrote down a moment ago. WHAT meaningful thing(s) does your company do in reaction to your belief?

Scratch some time into your calendar to sit down with your thoughts and write them out. This is an excerpt from ZIZO’s 

ZIZOs Brand Truth - Part of Brand Purpose - BYOBrand Podcast Example From Writing Wit

Keep in mind, this is just the tip of the iceberg of ZIZO’s capabilities   – BUUUTTT, it’s lengthy. Nobody is going to recall a paragraph from their first interaction with you. 

Therefore, step two is to extract the essence. What’s the key take away that your audience needs to regurgitate to their pals? If someone asked them, ‘Hey! What do they do?’ What would they need to say to :

a) identifies what you do that nobody else does

b) aligns with your belief

c) does it in a line

For example, ZIZO’s believes that >>>

 The Way The World Works Is No Longer Working

They affirm that belief with their truth

ZIZOs Brand Truth - Part of Brand Purpose - BYOBrand Podcast Example From Writing Wit

So…

Finding Brand Purpose Equation Graphic Brand Belief + Brand Truth + C = Brand Purpose - BYOBrand Podcast Graphic

Behavior (Your How)

The C in the equation stands for your Behavior. 

Brand Purpose - Brand Behavior Definition Graphic The How You're Actively Changing Your Status Quo - Your Reaction To Your Belief- Brand Podcast

Our businesses exhibit a number of behaviors – all relevant and necessary to building a purpose-driven Brand. However, we’re not talking about purpose-driven brands. 

This is about extracting and expressing your Brand’s purpose. And THAT behavior is a direct response to your belief. Ask Yourself

How…

You actively tackling the problem? 

Are you being the change you want to see in the world?  

Do You Want The World To View You? 

This is what we came up with for ZIZO, 

ZIZOs Brand Behavior - Part of Brand Purpose - BYOBrand Podcast Example From Writing Wit Creative Studio

Bonus : these exercises double beautifully as secondary messaging. 

Once you’ve jotted your thoughts on a paper – condense to a single resonate line. ZIZO’s is >>>

ZIZOs Brand Behavior - Part of Brand Purpose - BYOBrand Podcast Example From Writing Wit

Straightforward, precise, memorable, and everything it needs to be. 

Behavior is how we actively engage our belief. How are you engaging yours? 

Man in guy Fawkes Mask Burning Paper - BYOBrand Purpose
Brand Purpose Is The Beating Heart Of Your Organization. Find Yours -And Set It On FIRE!

Brand Purpose

Brand Purpose - Brand Purpose Definition Graphic - Why You Exist - What You Sell - Ethos Beyond Monetary Gain  Branding Podcast

Now, that we’ve done the heart work, delving into your organization’s soul, we can see what’s really inside. Your Brand’s Purpose exists at the intersection of Belief + Truth + Behavior.

Finding Brand Purpose Equation Graphic Brand Belief + Brand Truth + Brand Behavior = Brand Purpose - BYOBrand Podcast Graphic


Somewhere inside of this Brand Purpose exercise is a home-run, and the viral ignition button. It articulates :

 All that you do

 Everything you stand for

 Competitive advantage

 Higher purpose

Ethos

Mantra

Reason

AND!!! 

…What you actually sell – rather than what you think you sell. 

All That And MUCH MORE – and it does it in a single word. 

You DO NOT Sell A product. 

You Do Not Sell A Service. 

If you want to be a brand. And you’re here – so for the sake of my rant – YOU Do! You, my fellow badass, sell an idea. 


Think About It Guys!

What Does Nike Sell? 

MOVEMENT

Nike Shoes Man Jumping - Finding Brand Purpose - BYOBrand Podcast - Branding Foundation

What Does Google Sell?

SEARCH

What do you REALLY Sell? 

ZIZO’s Brand Purpose & Brand Strategy On A Page

Expression

Don’t just ‘MEH’ away this Brand Purpose Stuff. Digest it – and then take a look at the results. I’m willing to bet that if you put some UMPH into it, a single word will probably be staring up at you from your page. 

It doesn’t always though. 

If yours doesn’t leap off of the page it doesn’t mean that you made a wrong turn. Sometimes, it’s more complex.

In that case, the answer is there, hiding in plain sight. Read between the lines of the Belief, Truth, and Behavior.

What single motivation and commonality links the four realms? 

Find that and you find the piece that will light the world on fire for your company in the same way you are. 

There’s no business too modest or  too well-established for Brand Purpose work. We all want to Make Our Mark On The World, expanding our reach, and ultimately make more money. 

Brand Purpose is more potent than social media, guys! If the branding is muddled, injecting a couple of Ben Frank’s worth of ads on social won’t materialize anything other than a handful of Page Likes and maybe a website click or two. 

HOWEVER, When every marketing expression, email, and communication is concise, constricted to the single message that sums up all that you do – the message that instantly relates to your people

You’re on to something magical.

Conclusion

If this article speaks to you the way it speaks to me and you want to build the kind of brand that Blows all others out of the water, 

FOLLOW ME TO THE SOCIAL PLAYGROUND

@byobrand.podcast on Instagram 

And Facebook.com/byobrandpodcast

No matter where you are in your branding journey, I hope you’re fearless in your pursuit to bring your own brand to the world’s stage.  

You’re never alone -but if you’re feeling like you could use a hand.. Or this case…  verbal motivation, 

REACH OUT, send all questions on  branding –  freelancing – and entrepreneurship to shoutout@byobrandpodcast.com

For an on-air answer from yours truly. 

This early in the game, you can expect a quick reply… you know.. Unless mercury retrograde short circuits life. 

comments +

comments +

TELL 'EM ALL

Leave a Reply

Your email address will not be published.

Bring Your Own Brand™ podcast is the virtual soapbox blaring the good gospel, helping unstoppable humans NOT get stopped in their tracks because of this branding and marketing thing.  



HOME OF BADASSES ON A MISSION

Bring Your Own Brand™ podcast is the virtual soapbox blaring the good gospel, helping unstoppable humans NOT get stopped in their tracks because of this branding and marketing thing.  



HOME OF BADASSES ON A MISSION

branding

entrepreneurship

brand strategy

freelancing

 voice-lifts to face-lifts, brand identity, and all the
 in-betweens -this is where businesses learn to lift-off 

BRAND YOURSELF

 tell the whole damn world
-competing with industry
giants means understanding
how they game


MAKE YOUR MARK

 want to hussle from home 
in your jammies? This is how we do it


GO FREELANCE

 thru the hells and happy dances, This path is not for the faint of heart. Inspiration,
advice, and stories of real entrepreneurs to feel less ...insane



MAKE IT YOURS

BRANDING

CRACK OUT ON THESE CATEGORIES

FREELANCING

ENTREPRENEURSHIP

BRAND STRATEGY

MORE PODCAST EPISODES

The BYOBrand Podcast Episodes

PODCAST

ENJOY YOUR TIME? 

LISTEN TO IT ON THE

ALL PODCAST EPISODES

LISTEN TO IT ON THE

ENJOY YOUR TIME? 

a former small-town, brick & mortar owner who knows first-hand what a pain in the ass it is to get your name out there. After what seems like a lifetime of creative and branding partnerships, I run a branding collaborative for rogue creatives over at                                       .




Well HEY!

Welcome to the BYOBrand Podcast

I'M HANNAH,

Writing Wit Creative Studios.

Want to know more about the curly person behind the wit & sarcasm?

Want to know more about the curly person behind the wit & sarcasm?

MUNDANE FACTS PEOPLE FIND INTERESTING

MUNDANE FACTS PEOPLE FIND INTERESTING

I'm an extroverted introvert. While I obviously have no problem speaking my mind and
 being outgoing, I'm famous for being a hobbit commonly found engrossed
in a book or gardening. 

I'm an extroverted introvert, famous for living la vida hobbit.
 



I have a mini human who is the coolest kid I know and a snuggly, fat
dog who steals blankets.

Food is one of my favorite things about life -probably why I became a chef.

Food is one of my favorite things about life -probably why I became a chef.

I'm happily tech. retarded. I prefer things like hand-written letters, in-person hangouts, and laughing until my face hurts.  

I'm happily tech. retarded. I prefer things like hand-written letters, in-person hangouts, and laughing until my face hurts.  

READ ON

I have a mini human who is the coolest kid
I know and a snuggly, fat dog who steals
blankets.

I'M HANNAH,

Welcome to the BYOBrand Podcast

Well HEY!

                 Writing Wit
Creative Studios.

a former small-town, brick & mortar owner who knows first-hand what a pain in the ass it is to get your name out there. After what seems like a lifetime of creative and branding partnerships, I run a branding collaborative for rogue creatives over at                                       .




READ ON

 Badass Creatives & Entrepreneurs

 Badass Creatives & Entrepreneurs

GET SOME ANSWERS

GO LIVE ON BYOB

Got Brand(ing) Pains + Need A Real Answer? Shoot Over Your Story & Struggle And We'll Get You An On-Air Solution.




Got Brand(ing) Pains + Need A Real Answer?
Shoot Over Your Story
& Struggle And We'll
Get You An On-Air
Solution.




BE HEARD

Got Some Wit & Wisdom
You’d Like To Impart? 
Reach Out + Tell Us What You’ve Got Up Your Sleeve




CALLING OUT

CALLING OUT

Need Help?

Need Help?

GET SOME ANSWERS

BE HEARD

GO LIVE ON BYOB

Got Some Wit & Wisdom
You’d Like To Impart? 
Reach Out + Tell Us
What You’ve Got Up
Your Sleeve




Meet Jimmy Chebat :
Episode 5 - The Moment Every Entrepreneur Has Been Waiting For - 

COVID-19. Listen HERE 

or Read The Article HERE

Meet Jimmy 
Ep.5 - The Moment Every Entrepreneur Has Been Waiting For - 

         COVID-19 
Listen HERE 

or Read The Article HERE