A brand needs purpose to provide inspiration and motivation. An effective brand communicates its purpose through a pyramid structure, starting with a compelling promise at the top that is supported by aligned values, personality, benefits and attributes. Knowing your organizational purpose allows a brand to speak authentically and have true value, rather than needing to control its message or suffer from pretending to have purpose.

1. why a brand needs purpose
te Pinocchio effect

2. why a brand needs purpose
te Pinocchio effect
Pinocchio
by Carlo Collodi

3. Geppetto
what is a brand?
Pinocchio
company brand

4. Your brand is a kind of myth.
It has emotional content and all the
themes of a great story: mystery,
magic, adventure, intrigue,
conflicts, contradiction, paradox.
Deepak Chopra
what is a brand?

5. golden circle
It is very simple to
identify what your
company does and
how they do it.
how
what
how
what
why

6. start wit why
Motivation is easy.
Inspiration is hard.
Simon Sinek
why
how
what
how
what

7. purpose driven
promise
values
personality
benefits
attributes
why
how
what
how
what

8. external elements
promise
values
personality
benefits
attributes
why
how
what
how
what

9. internal elements
promise
values
personality
benefits
attributes
why
how
what
how
what

10. core elements
promise
values
personality
benefits
attributes
why
how
what
how
what

11. shared passion
promise
customer
company

12. brand pyramid
promise
values
personality
benefits
attributes

13. brand pyramid

14. brand pyramid
promise
values
personality
benefits
attributes

15. brand pyramid
World’s first
national
Aboriginal
broadcaster
Growing
roster of
Aboriginal
talent
68%
Aboriginal
Employees
Programming
in multiple
Aboriginal
languages
promise
values
personality
benefits
attributes

16. brand pyramid
promise
values
personality
benefits
attributes

17. brand pyramid
Original
dramatic
series
APTN
national
news
bureau
Award-winning
documentaries
Kids’ shows
in Aboriginal
languages
Mirror for
communities promise
values
personality
benefits
attributes

18. brand pyramid
promise
values
personality
benefits
attributes

19. brand pyramid
Authentic
Original
Engaging
—proud but not boastful
—confident but not aloof
—down-to-earth but not unsophisticated
—firm but not aggressive
—approachable but not needy
—humourous but not silly
—inclusive but not homogenous
promise
values
personality
benefits
attributes

20. brand pyramid
promise
values
personality
benefits
attributes

21. brand pyramid
Sharing
our people’s
journey
Celebrating
our cultures
Honouring
the wisdom of
our elders
Inspiring
our
children
promise
values
personality
benefits
attributes

22. brand pyramid
promise
values
personality
benefits
attributes

23. aptn's brand promise
share the stories only we can tell
values
personality
benefits
attributes

24. cbc's brand promise
Everyone. Every way.
values
personality
benefits
attributes

25. cnn's brand promise
Our mission is to create the finest possible news product and to
present hard-breaking, national, and international news, as it
unfolds. We deliver unparalleled perspectives across multiple
categories, including political, medical, financial, technology,
entertainment, and more.
values
personality
benefits
attributes

26. bbc's brand promise
To enrich people's lives with programmes and services
that inform, educate and entertain.
values
personality
benefits
attributes

27. cut your strings
If you know your purpose
you won’t need to control
your brand anymore

28. stop hiding your nose
If you know your purpose
you don’t have to suffer
“truthiness” anymore.

29. become a real boy
If you know your purpose
your company will be seen
as having true value.

30. books of purpose

31. tank-you
@jted
jasontheodor.com
slideshare.com/jted
jason.theodor@gmail.com