Some organizations have the discipline to focus, few achieve meaningful clarity, and even fewer have the guts to be brave. Brave brands capture our attention, speak to our values, and create lasting relationships. They are the brands that shape the future, build a cult-like following, and reap the rewards.
In the social purpose space, bravery is core to your DNA. Nonprofits are brave to put purpose over profit, often fighting for the under-represented, or underserved. Social enterprises are brave to pioneer a path for the next wave of capitalism with a triple bottom line. Foundations and impact investors are brave to invest in organizations focused on moving humanity forward, valuing social and environment impact as equally important to financial returns.
Wherever you fit in the social purpose spectrum, look for opportunities to channel your authentic purpose into your marketing strategies and choices. Say what you think, with a polite but firm message that doesn’t compromise your core values. Ignore your critics. Focus on speaking only to your true audience, your core following, knowing you have authentic social purpose on your side. Say “No” to anything that doesn’t further your mission, support your values, or increase your impact.
Bravery requires leadership, determination, and a higher calling that brands with a social purpose must learn to embrace more fully to compete with the profit-driven giants controlling society’s attention.