This post is one in a series designed to help SME businesses benchmark their business and create a best practice business improvement plan across all of their business processes.  You can find the links to the full series here.  

image of girl looking up at question mark asking WhyWhy is an overarching purpose vital to a successful business?

In business terms, your purpose is the why your business exists, and it’s the first vital step towards your brand’s differentiation.

Having clarity and focus on how you’ll communicate your purpose and to the world is one of the best ways for any business to differentiate and succeed.

When you lead with purpose, integrity follows. This is what everyone is searching for online today – someone to trust. If you think about the brands that have iconic status, it’s because of what they stand for that they are able to stand apart.

Today your purpose should underpin everything your brand stands for and does.


How does your business measure up?

Review your business against this best practice benchmark now

BEST PRACTICE BENCHMARK: We can easily summarise our brand purpose and what our brand stands for in a couple of sentences and it underpins and guides every business decision we make.  #branding #culture

Here’s a checklist to help you determine how well your Purpose meets this benchmark.

  • We have a clearly defined and well articulated purpose which explains why our business exists and which engenders trust with our ideal clients.
  • Our employees are clear on our Purpose and believe in what we are striving for.
  • We use our Purpose to guide us in the process of finding and attracting the right staff and stakeholders.
  • Our purpose drives a large part of our decision making and the actions we take.
  • We believe demonstrating our Purpose throughout the business helps us to be seen as a genuine and authentic brand.
  • We have woven our purpose through the brand story and always look for ways to show and demonstrate it throughout our marketing and communications.

About the SMART-Connect best practice brand strategy advisor

Peter Engelhardt

Peter Engelhardt

For 25 years+ I have been a design and marketing consultant, leading a traditional agency through the economic and technological challenges the past few decades have confronted us with. My move towards the digital side of the industry began some time around 1999 - 2000. Witnessing the degree to which the internet reshaped our industry led me to shift over time and focus on helping business & corporations to strip away the hype surrounding new media and focus on strategic planning and design that attracts.

Today you would have to say that I’m 100% fixated by differentiation. Why? Because all of the great brands that we love succeed by finding a unique position in the marketplace, and we believe small and medium sized businesses can too. So we’ve made it our mission to help passionate entrepreneurs and business creators make the transformation from a business, to brand of choice, through the power of education, strategic design and branding that connects.

Instead of merely helping my clients attract attention, I focus on helping them find their point of difference and the values their prospects will respect, so the resulting designs and branding reflect what’s meaningful to the them.

Too many companies are drawn to social media as “the answer”, but without a strategy of any kind, they actually don’t have anything worth saying or sharing. For many companies, social media simply relays faster, with greater efficiency, and to more people than ever in history, that their brand lacks depth and meaning.

By thinking strategically, making real observations and planning, anybody can build a brand that stands out (and not blend in). Having nothing to say and no distinct way of conveying your difference and value will only result in your messaging using cliches, which means you're promoting your category, not your brand.

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