Whiplash Team, September 22nd 2023

How to align the organization around the purpose

In the context of a constantly evolving business ecosystem aligning the entire organization around its purpose has become essential to building a strong and engaging brand identity.

In a changing and saturated marketplace, it’s no longer enough to have a good product or service; it’s necessary to build a strong brand identity that resonates with customers. One of the keys to achieving this is aligning the entire organization around purpose, that is the “why” of the company, and ensuring that it is reflected in the product, the people, and the company’s communication.

The power of purpose

A company’s purpose goes beyond simply making money. It is the fundamental reason why the company exists and what drives it to do what it does. If it is well-defined, it can inspire employees, attract loyal customers, and differentiate the company from the competition.

Aligning the entire organization around a single purpose is essential because it ensures that all actions and decisions of the company are in harmony with its core identity and values. Here are some necessary steps to achieve this:

Define a clear and authentic purpose

The first step is to define a purpose that is authentic and truly reflects the company’s reason for being. The organization’s raison d’être must be more than just a mission statement or principles on paper; it must be something the company genuinely believes in and is willing to support with concrete actions.

Communicate it at all levels

Once it is defined, it is crucial to communicate it at all levels of the organization. Everyone from the CEO to new hires should understand it and embrace it as their own. Consistent and constant communication is key to achieving this.

Integrate it into company culture

The purpose should become an integral part of the company’s culture. This means it should influence decision-making, internal policies, and how employees and customers are treated. When it is ingrained in the culture, it becomes much more powerful.

Reflect it in the product or service

The company’s product or service should reflect the purpose. This involves not only the quality and value of the product but also how it is manufactured or the service is provided. Customers should feel that by choosing your brand, they are supporting a purpose they value. For example, Dove aims to “make all women feel beautiful.” Thus, the brand has aligned its purpose in its advertising and products, challenging conventional beauty standards and advocating for diversity.

Transmit it to employees

Employees are brand ambassadors and should be trained to understand and communicate the company’s reason to exist. This includes training in customer service skills and an understanding of the company’s impact on the community and the world.

Communicate it consistently and authentically to the public

The company’s external communication, whether through its website, social media profiles, or advertising campaigns, must consistently, coherently, and authentically reflect the company’s purpose. This strengthens the connection with customers and builds a strong brand image.

All of this leads to the creation of a solid and authentic brand that attracts loyal customers and stands out from the competition when the purpose is reflected in the product, the people in the organization, and its communication. It’s not just about what you sell but why you do it. The purpose is the heart of the brand and should beat in every part of the organization.

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