Building a Purpose-Driven Brand

11:00 a.m - 1:00 p.m. Central Each Day

Day 1 (All Times Central)

11:00 am - 1:00 pm

Section 1: Why It’s Important

  • What has caused this need for purpose?
  • Reputation and purpose for brands
  • Consumer behavior in the digital age
  • What does reputation and purpose get you?
  • Trends towards brands communicating more purpose

Exercise: “Brand maven mapping”

Section 2: How to Translate Your Brand Into a Purpose-Driven Brand

  • Clarity, discipline and consistency
  • Good companies give their employees something to work on. Great companies give their employees something to work toward
  • Examples of purpose in practice
  • How to listen and hear your audience. Being authentic means not asking your customer what you should be doing

Exercise: “Discover your why”

Exercise: What’s your one word?

Day 2

11:00 am - 1:00 pm

Section 3: How to Get People to Understand Your Purpose

  • What messages best communicate your purpose to your audience?
  • Simplicity matters and it’s hard to get to
  • Living beyond a mission statement
  • Make your mission verbs, not nouns
  • How and when you communicate impacts understand and belief – channels and media
  • Making authenticity actionable

Exercise: Practice advertising writing for different formats using real examples to start with the why

Section 4: How Do You Know if Your Message is Getting Through?

  • Measuring employee engagement
  • Measuring audience engagement
  • How does purpose-driven branding impact business and financial objectives?

Exercise: Bringing message, media and KPIs together