Stop Branding your Brand, you have doing it all wrong – Part 2 / 4

Purpose – The BIG Idea

It all starts with this question – Why did you start your business in the first place? While this is one of the most common questions that people will ask you about your brand, you almost never hear a successful entrepreneur or company say that they started their business purely for the sake of making a profit.

Successful companies throughout the world started out with a purpose. They were probably not very happy with the way things were and wanted to challenge the status quo, seek improvement and innovation, and ultimately, change the world.

On the other hand, you will find that those who started their businesses with the sole purpose of making money often did not manage to build a great company. They may be able to build a good company, yes, but nothing to shout about.

If you just quickly google “the best companies in the world”, you will find that most, if not all, of these great companies, started out with a greater purpose. Over time, this purpose became the very reason the company exists and why their customers keep returning to do business with them.

This purpose has now become their corporate mission and what they stand for. It has given meaning to their brand, not just aesthetically, but meaningfully. And it has come to represent who they are.

AirAsia’s purpose is crystal clear: now everyone can fly.

Toms Shoes has a purpose too: to give a pair of new shoes to an underprivileged child for every pair that they sell.

And we at Small Fish have a purpose to fulfill as well: to educate Malaysia’s SMEs on how to become different and stand out from a competition.

Give it some thought. Sleep on it. Ponder deeply and diligently.

What is your purpose?

…to be continue

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