Does your business have a champion mindset? You might be thinking, “Sure, we play to win.” While I always appreciate good sports analogies, I’m referring to the other kind of champion: the advocate.
Establishing brand purpose means identifying a clear reason for being. It’s a statement of what you do and why you do it. However, it’s not enough to exist for a purpose to make money. Companies need to reach deeper to identify the problem they solve or good they provide to others. In doing so, they have an opportunity to become a champion for a community of people, a problem or situation.
Consider how a non-profit or social enterprise brings people together around a cause or social issue. They become champions, and as a result, they tell inspiring stories, rally people to action and are often eager to share their experiences with others.
Businesses with a clear and authentic purpose beyond profit can see some of the same benefits. Dove is a great example of the champion mindset. They chose to advocate for women and girls struggling with body image and started to align their business around how they could do more for their customers. REI is another champion brand. Their #optoutside campaign has been a success because it fit into their purpose.
Establishing a champion mindset doesn’t require you to adopt a cause. It just requires the organization to become clear about what they do or who they serve. You could argue that Disney is a champion for happiness. They decided to champion this cause through magical characters and experiences. Southwest is the champion for customer-first air travel. They are championing their cause through efficiency, humor and accessibility.
Take a look at your purpose or mission statement and decide if it clearly defines your champion mindset. Then ask: Are we champions for who we serve or for what we do?
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