Two Years of Brand Purpose

Two Years of Purpose

I launched Purpose Greater Than Profit in March 2017 when I discovered a wave of companies and leaders who are just as interested in making money as they are in changing the world. After two years and almost 30 posts, I’m taking you behind the scenes and sharing what I’ve learned and why I keep writing.

Everything really is on the internet. 

When I had the idea to start blogging, I read whatever I could find about building a blog. I wasn’t sure if I could take it on myself or whether I needed to hire someone to do it. Ultimately, I found a series of YouTube videos that walked me through everything from choosing a template to SEO and jumped in. Much like starting a business, I learned during this process that at some point you just jump. 

Easier isn’t always better.

Looking back, it would have been much easier to have hired someone, but easier isn’t always better. Starting and managing a blog has given me a unique perspective when I work with clients. Particularly as it relates to all that goes into planning, writing and marketing content. 

Purpose drives content. 

I tell people this all the time because it true. When you’ve identified your brand purpose, it becomes easier to determine what fits and what doesn’t. Once I defined my purpose, other things became more clear. It was easier to decide what to write about, to understand how my blog supported my business and ultimately to have a stronger point of view.

Companies need to have a purpose greater than profit.

The demands on businesses to deliver both financial performance and social impact have never been greater. Eighty-seven percent (87%) of people will purchase a product because a company advocated for an issue they cared about (Cone Communications). Eighty percent (80%) of business professionals believe businesses have a responsibility to look beyond profit and make a positive impact on society (Salesforce). Research goes on to show that companies with a clear sense of purpose perform better.

It matters. 

Blogs may not be what they once were. However, being a content developer is still vitally important. Blogging requires you to become immersed in your space. I am constantly reading and finding new research about brand purpose. It also provides a hub for original social media content. Sharing other people’s work can only take you so far.

Interestingly blogging is also a great way to build relationships with people. I find it’s easier for me to talk with people about what I do and to engage with strangers. And because people know I’m passionate about brand purpose, they send me articles and studies or suggest that I look into a new company or product.

As I was finishing up this article, I looked back at my very first post, Finding Purpose. Reading through it, I noticed two important takeaways that resonate with me even more now than they did two years ago.

  1.  There’s a rising tide that will only grow as people crave, build and reward purposeful businesses.
  2. “The most important step of all is the first step. Start something.” – Blake Mycoskie