I believe that people and brand are the keys to every business’s soul – and its success.

Here’s why.

I believe the people within your business are its lifeblood, the pulse that drives innovation and brings the brand to life. And if people are the lifeblood of your business, then the brand is its soul. Your brand breathes life into the organisation, narrates its story, defines its identity, and gives it a unique personality. 

When they’re working hand in hand, these two elements – people and brand – can create a potent blend that fuels extraordinary performance and drives competitive advantage. Let’s explore how – and look at practical suggestions on how to create this “power pairing” in your organisation.

The Power of a Purpose-driven Brand

Every brand has an essence, a core idea that defines its very existence. This is not about what you do, but why you do it. Having a clear, purpose-driven brand gives your business a compass by which to navigate, and it can inspire your team to row the boat in the same direction.

So, how can a purpose-driven brand raise the brilliance of your team? When people understand and resonate with the ‘why’ of your brand, they become emotionally invested. They feel connected, aligned with their purpose and in sync with the organisation: all core human needs for connection and meaning. This feeling of connection inspires creativity and passion and fuels innovative ideas and heightened productivity. 

And when it comes to attracting and retaining the very best talent, even in a competitive marketplace, purposeful brands act as a magnet, drawing people who align with your cause, and building emotional bonds which make it feel good to stick around. 

Crafting a Story that Connects

At the heart of every great brand is a compelling story. Stories engage, inspire, and connect people. They can breathe life and meaning into a business’s products and services. Your brand story is a narrative that encapsulates your brand’s purpose, values, and the unique journey that has brought it to life.

A well-crafted brand story gives your people a sense of belonging and a connection between their own story and the story of the business. This is good for people, and good for growth. 

Creating an Inclusive Brand Culture

Brand culture is the collective character and personality of your brand, which influences the behaviour and attitudes of your team. It’s about creating a community where everyone feels they belong and where their contributions count.

By getting clear on your brand’s purpose and values, you build the foundations of an inclusive brand culture, giving your people the opportunity to see how their personal skills and attributes align with your brand’s values and mission. This recognition not only motivates your brightest minds to shine even more brightly but also brings clarity to those who are struggling to find their place in the organisation.

Inspiring with Authentic Leadership

A clearly-defined brand plays a pivotal role in letting your leaders lead with authenticity. 

Leaders are the torchbearers of your brand, embodying its values and inspiring others through their actions and attitudes. Leaders who walk the talk and exhibit authentic behaviour reflective of the brand’s values, inspire their team to do the same. This authenticity fosters trust and creates a positive work environment, allowing everyone to thrive and shine.

The Magnetic Effect of a Clearly Defined Brand 

Your brand is so much more than just a gorgeous logo or an artfully assembled colour palette. It’s an amalgamation of everything your brand stands for. It reflects your brand’s personality, voice, values, and purpose.

Your brand is nothing more than a promise: an expectation of how your organisation – and its people – are experienced by your customers, every day. By clearly defining your brand’s story, purpose and values, you create a beacon – not just for clients, but also to guide your leaders and teams. 

Inspired? Here are five things you can do today

Establish Clear Brand Purpose and Values. Start by defining your brand’s purpose and core values. This goes beyond the products or services you offer; it’s about identifying the ‘why’ behind your business and the principles that guide your operations. Once these are clearly defined, they act as a beacon, guiding your decisions and shaping your organisational culture.

Communicate Consistently: Regularly communicate the brand’s purpose and values to your team. Ensure that every internal communication, meeting, and event reflects these elements. Reinforcing the brand’s purpose and values not only makes them familiar to your team but also shows your commitment to them.

Lead by Example: As a leader, embody the brand’s purpose and values in your actions, decisions, and behaviour. When team members see their leaders living the brand’s principles, they are more likely to follow suit. Authentic leadership fosters a culture where the brand’s purpose and values are not merely slogans, but a way of life.

Recognition and Reward: Recognise and reward team members who display behaviour aligned with the brand’s purpose and values.  
Encourage Ownership: Empower your team to take ownership of the brand’s purpose and values. Involve them in decision-making processes, encourage them to voice their ideas and insights, and create opportunities for them to contribute to brand-related projects. This sense of ownership makes them feel more connected to the brand, encouraging them to live and breathe its purpose and values every day.