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As creative thinkers we come up with lots and lots of ideas, but in order to achieve brand success we need to make sure that these great ideas are taking us towards our brand purpose or mission. If they are not then these great ideas need to be put into the parking lot. Great ideas are only great ideas for your brand if they are in alignment with your purpose.

BRANDING BEFORE BREAKFAST EP 25 – Stay on the train track: The importance of clarity in purpose

Hi everyone. Today I want to talk to you about staying on the train track. So as creative thinkers we come up with lots and lots of ideas. Well, I know I do. But the key is to be able to be really discerning and figure out which ideas are great for your brand and your purpose and your business and which aren’t. And which should be parked. Which should be given to a friend or even given to Richard Branson. So we always think that everyone’s watching our every move. But actually, people are really busy with their own world. So they are probably only seeing about 10% of what you do. So you need to stay on purpose on your train track. But that doesn’t mean you can’t be creative in the way that you communicate. You can still have fun. You can still create rich content. You can still create magic.

So a brand that does is really well is US eyewear company Warby Parker. They’re famous for creating boutique, stylish eyewear at a really accessible price point. And they’re really good at staying on their train track, which is classically crafted. So if you go to their website, or if you go to their social media, even their products themselves and the annual report it all screams of this one brand purpose. They’re super good at staying on their train track. That’s it for me. Time for brekkie.

Written by: Emma Scott
Published: August 29, 2019