In my early teen years I formed a simplistic view of the opposite sex. There were two distinct types of girl. There were those who appeared all over the shop, always looking ready to party at a moment’s notice, forever vying for the boys’ attention. For them, anything went and any tactic was fair game.

Then there were the quieter ones who didn’t need makeup. You knew they were genuine – they had that certain something that made you take a second look. They were more certain and purposeful, they didn’t need to flaunt anything or act cool to attract attention.

Salacious rumors about the “look at me” girls were rife amongst the boys, and we bragged about our exploits with them – both real or, most likely, imagined. But secretly, most of us were happier just to hang out with the girls who didn’t need makeup.

Now we’ve all grown up, and hopefully view our personal lives with a little more maturity. But what about in business? Does your company have to run around in party clothing and makeup to get noticed, or are you quietly clear and sure of your purpose? You’re being evaluated daily on first impressions; on how you appear on the surface, not just on what you sell.

Today’s consumer is looking for trust, and your purpose represents the essence of your brand. Your reason for being determines the path your business takes.

Personally, we all have a purpose. It might be as common as succeeding at work to keep your family healthy and happy. Innately we all strive to be valuable, it’s the reason we get out of bed in the morning.

So why should your business be any different? What is the real reason you do what you do?

Does this sound like the reason you get out of bed in the morning?

  • Better half: “How come you set the alarm for 5 a.m.?”
  • You: “I’m just busting to get into work early to maximise our share price.”

Sorry, but I’m not convinced!

So where does your company’s true passion lie? And why does it matter?

Businesses have never been scrutinized and judged so harshly as they are today. Consumers are ready to reward businesses that represent something they approve of, but just as ready to shoot them down when perceptions change.

Apple diehards religiously paid top dollar for a fancy walkman until it came to light that slave labour was part of the sanctioned culture.

Businesses that enjoy enduring success have a core purpose and core values that remain fixed while their business strategies and practices continually adapt to the changing world.

Has your business found its purpose? Ask yourself: if your business ceased to exist tomorrow, would anyone notice? Interesting thought, eh?

A brand’s purpose can drive a company’s true potential for growth, improving the bottom line by unleashing a vision that helps to steer the ship.

So who are you? The company wearing loads of makeup and trying to entice everybody to come and sit next to you? Or are you comfortable in your own skin, confident in your vision and content with the loyalty you attract?

Take the first step, look around for examples of passionate companies who believe in their purpose and vision, then begin to reflect on your own.

About the author

Peter Engelhardt - Director Creative Brew

Peter Engelhardt

Peter has a ridiculous amount of marketing and communications experience. He is an inbound marketing advocate and passionate about branding. Above all he is the driving force behind Creative Brew and a proud dad.