Brand Purpose + Brand Action To Win Fans

Once you’ve started going on your business, you might have put together a brand purpose – which is summing up the reason why you started your business (and if you have it together, two thumbs up from me!) It’s the elevator pitch (just 1-2 sentences) on what your brand is about and what you want to accomplish.

Now I want to challenge you to think about how you can bring that purpose to life and turn it into brand ACTION. We all know the saying that actions speak louder than words, and in the case of sharing your values, it’s VERY true. What’s more convincing: saying that you value education or sharing what you learned from a class/training/podcast? But also as a service based entrepreneur, it’s a just a great way to make a connection with the people you want to work with, over shared values?

Brand action is more than just a stunt –it has to be authentic to who you are, and meaningful to your audience. It’s doing something that matters in the life of your customer beyond of just selling them something.

The framework of brand action is marrying that idea of making a difference and turning your brand purpose (which everyone is talking about now) and into brand action by doing something …then you can tell the story of these actions to your customers at the same time you will have a content strategy, be able to own your narrative of how your brand shows up and most importantly are doing something that matters in the world…which is ultimately what you are here to do, whether it is a product or a service.

Every brand is capable of thinking about how to get in front of their customers in a better way and if you’re also doing something good for them, it’s a win-win-win. Which to me, is the best part.

For myself, part of my brand purpose is to support women entrepreneurs so just one of my brand actions is that I donate 10% of all packages to non-profits that support the well-being and professional growth of women, like Girls Who Code.

So as you think about not just who you are but also want you want to do beyond bringing in clients, deciding on brand actions can be a really strong component to differentiating yourself from the rest of your competitors and another way to SHOW what you value. If you have more questions about brand action or want to brainstorm what brand action could look like for you, leave a comment or shoot me a message. As you can tell, I LOVE talking about making a difference.

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