What’s the purpose of ‘Purpose’?

‘Purpose’ is a word being thrown around a lot at the moment.  As the shock of the Pandemic fades and people are now being asked to return to offices again some people are revisiting their work/life balances and thinking “What am I doing this for?”

Employer branding has accelerated as companies struggle to keep or hire talent during the so-called “Big Resignation” period following the Pandemic.  Personally, “employer” branding shouldn’t be treated as separate to the rest of the brand.  There can be slight variants in what your employees and internal stakeholders feel about the brand compared to external stakeholders but I believe if you want complete transparency to build the all-important TRUST then they should be the same.

‘Purpose’ is your North Star.  It’s why you and your employees get out of bed in the morning.  It is the reason you exist beyond making money.  If you exist for no other purpose than making money - good luck hiring the best talent or retaining customers!

People don’t buy into your business to help your bottom line they buy into you because you have a better product/service or have some kind of affinity to you that resonates with them (purpose).  Ultimately it comes down to people TRUSTing you to deliver, which is why purpose must be backed up by a lot of other factors in order for people to build the “gut feeling” about your brand.

Your ‘Purpose’ should guide you.  It is why your organisation has begun a journey, guided by the deeply-held values and beliefs that inspire it to make a difference or start the business in the first place. 

It should be understood inherently in your brand touchpoints even if it is not explicitly stated or you choose to use Vision or Mission instead, which should all encompass that ultimate truth - ‘Purpose’.