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WHY BRAND PURPOSE MATTERS:
• It impacts your customers' world. Brands with a purpose can
have a profound impact on their communities, as well as their
customers.
• It builds trust and loyalty. When it comes to brand purpose,
authenticity rules. By being consistently real with your
customers you'll build trust, and trust leads to loyalty.
• It sets your brand apart. A publicly activated Brand Purpose
will differentiate your brand from the competition. When
customers know what you stand for, they'll want to align their
values with yours. This is how people choose to belong to
your brand.
• It drives your culture. A clearly activated purpose rallies your
team around a strong motivating center. Your Brand Purpose
activates the soul of your business and aligns the team's
actions and behaviors around it.
• It defines your customers' experience. As your employees
rally around and live your Brand Purpose, they'll embody it in
how they treat, serve, and communicate with the customers.
This is ultimately what creates your customers' experience of
your brand. When you deliver on your Brand Purpose, the
customers will trust you.
Remember, your consumers buy your Why, but only if they
know what it is and if they trust it.
For the past 25 years, Steve has served as an advisor and consultant on brand strategy,
organizational life, and humanized marketing strategy. He has worked with companies such
as Samsung, Habitat for Humanity, New Balance, Sony, LG, Amazon, NFL and MLB franchises
and is a regular speaker for TEDx, Creative Mornings, CES, HOW Conference, Social Venture
Network, American Marketing Association, and AIGA conferences.
Steve has published two books, Brand Love and Loyalty and Humanizing the Customer
Journey, as well as a forthcoming book, The Evolved Brand: How to
Impact the World Through the Power of Your Brand. He has been
featured in Business Week, Brand Week, Ad Age, Conscious
Company Magazine, MarketingProfs, and HOW magazine.
Steve leads his own brand and business strategic consultancy,
Mth Degree. Contact: steven@theMthDegree.com, 619-234-1211
or www.theMthDegree.com
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