THE MEANING OF YOUR BRAND

John Vervaeke, Professor of Buddhist Psychology and Philosophy at the University of Toronto, suggests that when it comes to creating meaning in our lives, there are essentially two fundamental questions we need to ask ourselves.

What do I want to to exist even if I don’t?

How much of a difference do I make to it?

If we think of brand strategy development as, at its core, a process of creating meaning for products and businesses, I believe these are questions that a company founder, senior executive, or marketing director should seriously ask themselves as well. Because the answers can guide us in defining our brand purpose, brand values and a dynamic sustainable brand positioning.

In other words: “Even if my company or brand no longer existed one day, what would I want to continue to exist in the world, in society, and in people’s lives? And what can I do today to contribute to—and make a difference in—making that happen?”

Vervaeke suggests that if we have a good answer to both questions, we have found meaning in our lives. If we have an answer only to the first question, we are on a journey, still seeking and searching for meaning. But if we have no answer to either question, then we have a problem with meaning itself.

In our purpose-driven brand strategy processes, we explore these and similar questions together with our clients. We seek to create a sustainable meaning that remains true to the essence of the brand while making it distinctive and unique in relation to its competitors.

Over time, this meaning begins to function almost like an operating system of the company. It guides us in making strategic decisions.

And when that meaning permeates every part of the organization—when all departments become aligned around the same purpose and begin to act accordingly—that is when true transformation begins.
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