Everyday, Australia’s leading businesses are going through times of change.
These changes are happening in the marketplace and under their own roofs, from expansion to repositioning or change of management.
As they weather these storms, they need to take the time to re-focus, making sure they are driven by a brand purpose that unites their teams, partners and customers.
It’s not about what they do, or how they do it, but why they do what they do.
So we always start with ‘Why?’
We’re not ashamed to say that we have a serious brand purpose crush on Simon Sinek.
Sure there’s something about those rolled up sleeves and the old school flip chart in his now famous Ted talk, but his thinking is a proven road to success.
We work with clients to help them clearly articulate their brand purpose. Through collaborative workshops with consulting behavioural psychologists and our strategists to craft their brand purpose, values and behaviours, so that clients can communicate their ‘why’ inside and outside their business with passion.
“Win them in the hallways before you win them elsewhere”
We do this by developing a clear and compelling content mission that expresses the brand purpose.
Then we find creative ways to communicate this brand purpose through the organisation.
To do this within the business, we look for innovative ways to also highlight inclusion & diversity, involving teams and partners in the hero films and supporting content.
Next, we think about how we can communicate this vision frequently and passionately with consumers.
This is the brand’s opportunity to define itself with the purpose and values they share with their customers, which will allow the business to start a conversation about something that the consumer truly cares about.
We do this by creating hero content with evolving story arcs, supporting content, advocacy and PR, which the brand’s audience will get behind, support and share.
Here’s some ways we’ve created purpose and values defining platforms for brands such as Woolworths and the NRMA:
Brand purpose is the reason we get out of bed in the morning and the motivator that drives us to be the best content agency we can be.