Brand Purpose Personal Branding

Brand Purpose: Finding Your Why

pur·pose /ˈpərpəs/ noun

the reason you exist beyond making money.

“A strong purpose will keep people coming back to work day after day.”

Do you know your brand purpose?

The purpose of your brand is the most important fundamental element of a brand strategy; everything else you do for your brand, or as a part of it, flows down from that purpose.

Since branding is typically associated with a product, good, or service, the purpose is closely tied to generating revenue (making money).

However, your brand purpose is much bigger than money for the services or products you sell. It’s about creating value for your target audience, employees, shareholders, and community.

It’s your SOUL.

When the mission of a brand isn’t going well and the vision of said brand feels like a mirage, it’s the strong purpose of the brand that will keep people coming back to your brand day after day.

Brand purpose makes you irresistible to those you serve. It’s a window into your culture and the difference you want to make in this world. Your brand purpose aligns your resources and ensures everyone is working towards common goals.

When I first started building my personal brand, I went through a very intense journey of self-discovery. There wasn’t an option to fast-forward through the hard work.

I had to dig deep and get to the heart of my purpose—also known as my WHY. I had to discover and understand what made me tick and what ignited my passion so I could best represent the true me, authentically online.

And now, I want to help you find yours.

A quick skim of any recent articles on branding will tell you that the most successful brands start with WHY. Then, their why dictates their how and what.

This is where most people and big brands get this wrong, they move straight to the process stuff and how. But understanding your how starts with knowing your why.

Finding Your Why

To show up confidently in this digital world, you need to activate your authenticity and start the journey with finding your why.

It’s very common for a person’s self-worth and overall personal security to be tied to their career and professional image. Our careers are a big part of our lives. It’s only natural then, to seek that dream job, income growth, recognition, and positions (titles).

After all, those are components that inspire a lot of self-confidence as you achieve them. They also define success among the masses.

Now more than ever, your resume and/or track record aren’t enough, however.

There are several touchpoints to take into consideration, such as digital footprint and overall digital perception. You now must throw your personal brand into the mix. Because there truly is only one YOU.

This is the secret weapon that will help you achieve those milestones and start boosting your self-confidence.

Which is why you need to accurately define your why to achieve complete authenticity and maximize your potential.

Start by asking yourself this question: Does your career align with your why?

Or is it solely a source of income to put food on the table and sustain your day-to-day life?

There is no wrong answer here, but I urge you to be honest with yourself.

Once you’re able to honestly answer the question above, you’re closer to accurately defining your why.

Your Path To Why

I’ve always believed that your passion is visible through your actions because they tend to speak louder than your words.

Most of us aren’t intentional about where we spend our time. We tend to spend more time on things that we like to do most often, which is why I feel it’s important to normalize that by accepting that where we spend our time (even if it’s dressing up cats or searching bizarre YouTube videos) is where we find joy.

To find your why, follow this clear path.

  1. What are you good at and/or passionate about?
  2. Money aside, why do you want to turn that talent or passion into a business?
  3. What does the world need that you can offer?
  4. Who is your ideal client and how can you serve them?
  5. Why/how is what you offer different?

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