While the specifics of how you craft your company story will vary there are several fundamental elements of purposeful communication that cross all channels and media. Begin by getting your arms around your authentic story, matching your narrative with your image, and then following through with flawless execution.
While most companies want tribal brand loyalty, many are unclear about how to create raving fans that believe in and support a company’s Purpose. Creating advocacy is a journey—belief and trust can’t be built overnight.
Lack of alignment between what is said and how a business operates will quickly derail any attempt to becoming a purposeful brand, and erode trust. Even the most devout believers in a company’s why will quickly become discouraged if the way a company conducts business does not match what it professes to stand for.
My friend Darcie Durham with Boeing hosted me at the Greater Houston Partnership leadership luncheon. The speaker was Indra Nooyi, the CEO of PepsiCo and it was moderated by Scott McClelland, President of HEB. I don’t hear much about “corporate” PepsiCo and before this talk I didn’t know much about Indra. However, what she had to say about leadership and building a sustainably successful company was so in sync with how I view the role of leaders in business today that I felt like we were kindred spirits.
What is it with these Millennials? Well maybe we aren’t all so different after all. While much is written about the “Millennial effect” on the workplace, when it comes to the shared mindset of purpose in the business environment, this is driven not by one, but by two generations at opposite ends of the career spectrum—Millennials and Baby Boomers.
Having a mission statement is more than a declaration of a company’s intent. A mission statement should be memorable, invoke inspiration, and call the audience to action. But having a mission statement and living it are entirely separate things.
One of my favorite ad headlines states, “You don’t open a Bike Shop to Run a Balance Sheet.” You open a bike shop because you love bicycles. You are passionate about riding them, talking about them and sharing them with others. This is how most great businesses are started. Someone with a personal passion recognizes a need in the marketplace, takes a risk and starts a company to share their vision with the world.
What happens when you have mad scientists on staff? Just check the manifesto. (The magic is not only in the ink.) Savage’s Bethany Andell continues her visit with Patricia Quinlan, chairman and owner of InkJet Inc.
Purpose and behavior can bring a company’s values to life. Are your employees advocates for your brand? Savage’s Bethany Andell continues her visit with Patricia Quinlan, a maverick spirit who is also chairman and owner of InkJet Inc.