Using Your Brand’s Strengths to Operate with Purpose

Jordan Kelley, Content Director, BrandStorytelling.tv

As being purpose driven grows to occupy a larger part of the public consciousness, so too does the need for brands to emulate those increasingly important ideals. However, brands seeking to operate with purpose should consider a variety of definitions of the word “purpose” in order to differentiate themselves while simultaneously being meaningfully impactful. On occasion, brands looking to invest time and energy into purpose put that time and energy into places that are incongruous with what they naturally have to offer – this can often appear disingenuous to the consumer. Instead, consider putting that same time an energy toward an endeavor that creatively utilizes the resources your brand deals in regularly.