Creating a culture of meaningful work

If there’s one thing the world’s not, it’s ‘simple’. Yet we’re so often guilty of trying to make it that way. We’re always on the lookout for that ‘thing’ that seems to explain away all complexity and confusion. If only we could just do ‘this’ or understand ‘that’ better, everything would be an absolute breeze.

Right now, in the world of branding and marketing that ‘thing’ is purpose: sometimes referred to as the ‘why?’ of a company. This year’s Cannes Lions festival seemed to turbo-charge the belief that if you could just come up with a good enough purpose for your brand then everything would be ok. You’d succeed. Sales would rise. People would love you.

I’m being deliberately facetious. But when it’s written out like that, it seems far too simplistic to be true. And, of course, it is. I’ve written in the past about the value in genuine purpose, but what I hope I made clear is that it’s not the answer to all of your problems.

You can’t polish a turd

The most important thing about your brand is the product or service you’re trying to sell. No amount of fluff, heart-warming stories, or Corporate Social Responsibility work is going to make up ground for you if your product isn’t good enough, or if it’s the answer to a problem that doesn’t need solving.

Does it matter whether Amazon runs ads stating how conscious they are of the world’s ills, and how determined they are to right them? No. Their service is so exceptional that you’re likely to buy from them regardless. Have they still got a guiding vision or founding purpose that’s driving their work internally and helped get them to where they are? Almost certainly yes.

Purpose informs culture not marketing

This is where I feel the big confusion is surrounding the notion of purpose. When cynics hear talk about ‘having a vision of the future you’re trying to build’, or ‘establishing a purpose that resonates with others’, they can’t help but think of what that looks like in terms of marketing – holier than thou, ‘buy from us ‘cos we save puppies’, ‘we’re more moral than the others’, types of campaign.

But I feel this misses the point.

The reason why purpose and vision are so important is to act as an internal ‘North Star’: the guiding light for you and your people, making sure you’re headed in the right direction.

No need to brag

If your purpose is to make the best chocolate in the world, your outward message to the world should not be ‘buy from us because we’re trying to make the best chocolate in the world’. Great. Thanks. Rather, if you’re serious, your chocolate should speak for itself and prove it’s the best, while your marketing focuses on attracting those who might value chocolate of such high quality.

However, that purpose *should* be informing the culture of your organisation – your production method, the attitude with which each employee goes about their work every day, your commitment to the details, your efforts to help others understand what great chocolate should taste like and the work that goes into producing it. Your whole business can be confident then that everything it does and every decision it takes┬ácomes from the same place – your single unifying idea.

What you don’t need to do is tell everyone that’s what you’re doing. Prove it.

The idea of having a purpose isn’t that you can then go on to brag about it. It isn’t a marketing gimmick or the answer to all your questions. It’s a philosophy that you sign up to from day one. A commitment to doing meaningful work for those who care.

Sam

Do names matter?

Apple. McDonald’s. Tesla. Nike. Netflix. Amazon.

All these names mean something. They’re recognisable. They spark immediate images in the mind, be it the logo or an idea of what they stand for. If these brands had been founded under a different name, would they be as successful?

Of course they would.

These particular examples obviously have one thing in common: their names are short, snappy and memorable. This obviously helps, but let’s not kid ourselves into thinking that they wouldn’t be who they are if they’d picked something else.

If for some reason your brand isn’t hitting the mark, the first place to start is with your strategy and execution. Is your messaging right? Is it differentiating? Do the actions of your business support your words? Are you providing the solution to a problem that needs solving?

If you can do these things it doesn’t really matter what you’re called. You’re going to do alright.

Of course a great name will always help you out – things that are clever, easy to say or a doddle to remember will always give you the slight upper hand. But, thinking your brand name is the problem is you looking for an excuse, and creating a extra hurdle before you can tackle the important stuff. Focus on you’re brand’s behaviour. If yours good enough, people will learn to remember your name.


Sorry I’ve been away! I’ve been a bit under the weather the last week so this has been more a ‘sort of’ than a ‘daily’ blog. I promise to try and make up for lost time.