Back when we could travel freely, you may recall being asked this question: What’s the purpose of your visit?
For most people the answer is pretty simple; business or pleasure. If the passport control operator pressed you a little, you might answer –
To visit and reconnect with family, to relax and unwind on holiday, to network and gain insights at a conference. When we break this down we see Action + Intention.
However, in the context of brand and business ‘purpose’ may appear less simple to articulate. Especially when trying to integrate it into your larger brand ecosystem.
Crafting your purpose requires you to be grounded, insightful as well as ambitious. It’s a tough ask for most people to flick the gears and become so inwardly focused.
Try this:
Action + Intention, framed by your main Contribution and the Impact it has.
Action = Driving a bus
Intention = Getting passengers to their destination
Contribution = Drive safely and smoothly
Impact = Passengers always have a calm and bump free ride
I drive smoothly and with great care in order that my passengers have the most seamless and jostle free journey to their destinations.
or
Action = Driving a bus
Intention = Getting passengers to their destination
Contribution = Greet everyone with a friendly smile and courtesy
Impact = I might be able to improve what would otherwise be a mundane part of their day.
I greet all of my passengers with warmth and aim to make them feel better when they finish the journey than when they started.
It might take some time craft, but it’s worth it. The impact of analysing your purpose could change the dynamics and the perceptions of your business on the inside as well as elevating external perceptions of your brand.
