Uncover your brand purpose
Every business in the world has a potential growth-driving ideal at its center. You discover an ideal for a business by finding a link between its central reason for being, the core beliefs of its people, including senior leadership, and the fundamental values of customers.
While most businesses articulate a vision and a strategy, they often have not articulated—and activated—this is terms of a life-improving ideal. A Brand Ideal drives growth by inspiring employees and business partners to innovate and to perform at the highest levels.
- The best Brand Ideals embody at least one of the five fundamental human values identified by Jim Stengel in his book, Grow
- The most successful leaders express their Ideal explicitly, and often, with all stakeholders.