How to Build a Purpose-Driven Brand with Katie Burkhart
\u201cAs branders, the word soup is absolutely unbelievable.\u201d Words matter. And if you like words as much as Katie Burkhart and I both do, you\u2019ll love this week\u2019s episode. We discuss defining, refining, and developing your brand\u2019s purpose, mission, vision, and more. What do all of these labels mean and how can they help you and your brand? Listen to Katie and learn.\nEnjoy This Episode Now\n\nDownload Episode\n\nListen on Apple Podcasts\n\nListen on Spotify\n\nAbout Katie Burkhart\nKatie Burkhart\xa0is on a mission to move purpose from aspirational messaging to tangible business practice by making the purpose-driven model more accessible and actionable.\nShe started by founding Matter 7, which has built purpose-driven brands for almost a decade. More recently, she launched MatterPulse, which helps organizations run and grow against the double bottom line. Her latest project, MatterLogic, outlines what it means to be purpose-driven and how to operationalize your purpose, solidly moving purpose from brand to business strategy.\nEpisode Highlights\nWhat does it mean for a brand to have a purpose?\xa0Katie walked us through her five-part system. Purpose-driven brands must have:\n\nPurpose\n\nMission\n\nVision\n\nValues\n\nStory or strategic narrative\n\nHow do you find these pieces of your brand?\xa0\u201cIt\u2019s all about refine, define, and develop,\u201d Katie shared as she built on this further.\nIs purpose-driven branding easier for nonprofits?\xa0This was a question I\u2019d recently gotten from one of Katie\u2019s client\u2019s\u2014the smart folks at Kids\u2019 Chance where I served as keynote speaker at their national conference. \u201cThat depends,\u201d cautioned Katie. \u201cHow semantic do you want to get. A lot of nonprofits have a mission but not a purpose.\u201d\nWhat brand has made Katie smile recently?\xa0Katie told about a very purposeful smile she\u2019d had in response to a recent takeout order from American Joe\u2019s Bar and Grill. The power of the hand-written note prevails!\nTo learn more,\xa0check out\xa0Katie\u2019s website\xa0(and her newsletter there) and connect with her on\xa0LinkedIn.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Spotify,\xa0Google Play,\xa0Stitcher,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices