G4H_The Golden Circle_01

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In this self-inquisitive generation where we constantly question every task down to the most minute detail, brands too evolve to become more cognizant to differentiate, grow and stay relevant. Traditional management models demand for a vision and mission statement; And while they sound like very grounding, heavy words, that’s exactly what they are.


Vision and mission statements are rigid, self-centered and limiting to a brand’s growth, planting a brand or company down to achieve what it says it would without any consideration for anything or anyone beyond itself. The booming economy of startups across all industries are more open and collaborative, the opposite of what a vision and mission statements sets itself up for.


To invigorate a consumer base and spark passion amongst employees, having a brand purpose is the way to go beyond the “making a profit” mindset. Though the idea is open ended, the answer can’t get any clearer; It speaks to the self and collective identity. It fosters every thought with a conscience. It gives people a reason to hop out of bed and show up at work. It guides a brand towards understanding what needs to be done in order to fulfill its purpose.


A great example of a good brand purpose is Tesla’s: To accelerate the world’s transition to sustainable energy. Tesla has the perfect identity in driving its goal to end an era of fossil fuel consumption through creating an era of its own characterized and revolutionized by Tesla’s own progressive technology defined by their efforts on clean energy.


A good brand purpose should be able to branch itself into everything it does, from the R&D stage and company culture, down to the customer experience. A common misconception of having a good brand purpose is that it needs to be a corporate social responsibility (CSR), sustainable or social cause; Unilever’s brand purpose is to “help people look good, feel good and get more out of life.” Simple, concise and purposeful.


What is your brand’s purpose?

How would your brand participate in the golden age of the geek?

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