The Bright Side of the Brand is a special place reserved for brands that aren’t afraid to do the hard work to ensure that their purpose is more than just words on a page or a campaign tagline. Brighter Brands know who they are, and what they stand for; they understand that they’re a part of a larger community, and their actions demonstrate an interest in the well-being of society-at-large.
They have vibrant cultures, tell inspiring stories, and take bold action. As a result, they shine more brightly.
For simplicity, we’ve divided the most common attributes of Brighter Brands into three sub-categories: Bright Culture, Bright Storytelling, and Bright Leadership.
Brands with Bright Cultures know who they are, what they believe, and they’re not afraid to stand up in support of those things. We call this having a clear Brand Standpoint.
The core elements of their brand – their mission, values, and purpose – are clear and consistent, and they have a coherent plan for pursuing their vision that allows everyone to see how their work connects to the bigger picture – regardless of their role. As a result, they’re able to attract, retain, and engage top talent, and drive positive impact on the overall brand from the inside out.
Bright Storytellers view things through a particular lens, and paint a clear picture of the world – including their role in it – in a way that inspires and empowers others to take part. We call this having a compelling Brand Worldview.
Bright Storytellers deepen bonds between brand and audience, and create a sense of community by helping to connect the past, the present, and the future. As a result, they enjoy greater differentiation, broader reach, and more authentic connections with their stakeholders.
Bright Leaders raise the bar and inspire others to follow. They take bold action before customers, competitors, or regulators compel them, and they’re recognized by their peers and the broader community for being invested in, and contributing to, something greater than themselves.
Bright leaders enjoy more earned media attention and attract followers and fans organically by going beyond storytelling, and consistently translating their vision into action.
In many ways, getting to the Bright Side of the Brand is about putting purpose to work. Afterall, when leveraged properly, purpose can be a powerful tool – a means to a number of desirable ends.
But finding your “why” isn’t the finish line. It’s the starting point.
To that end, we hope that the concept of Brighter Brands can serve as a tool for those in a position to influence brand strategy and communications – CEOs and executive teams; brand, marketing, communications, and HR leaders; or anyone with an interest in the role that brands play in our lives, and the world-at-large to:
- Decipher how and why some brands shine brighter than others
- Identify patterns and techniques that we can apply on our own
- Transform the role that brands play in our lives, and the world
- Accelerate a shift to a world where brands are catalysts for meaningful change
Ultimately, we believe this simple concept can serve as a roadmap to help business leaders get to the Bright Side of the Brand, sharpening their focus on the three key elements of culture, storytelling, and leadership.
We’ll be exploring this topic further at Sustainable Brands ‘18 in Vancouver next week, and at our upcoming InsightOutside retreat at Zion National Park in October. We hope you can join us!
In the meantime, be on the lookout for upcoming articles and webinars on the topic, coming soon.