What Does Your Brand Stand For?

Can marketing change the world? That’s the question we asked and answered in a quick 3-part series. Check out all 3 + the introduction here:

  1. Introduction
  2. Part 1
  3. Part 2
  4. Part 3

To wrap it all up, we’re asking you another question. What does your brand stand for?

Have you ever thought about that before? I’m sure you know what you sell. You know who your customers are and why they choose to buy from you. That’s what makes you a good marketer.

But if you never stop to think about what your brand stands for, you may be missing an important piece of your job.

Most companies don’t actually stand for much of anything. They have a corporate mission statement, something vague and big and meaningless, to appease the board members or shareholders. They want to be the best, the biggest, the most customer-friendly.

But at the end of the day, what does it all mean? Why do we do the things we do?

Study after study proves that companies succeed when their entire team is working toward the same goal. And that goal is not just money or profits. It’s a shared worldview, a belief in the purpose of the company.

Those companies tap into the worldview of their customers, and they can better serve and help their customers succeed because of it.

So I ask again, what does your brand stand for? And how does that change the way you market yourself to the world?