Finding Purpose: Naming the B(r)and

Finding the purpose of a company is as much of an odyssey as finding yourself. The two are analogous because in truth they are not so different. A company is simply an extension of the individuals within it, a collective banner uniting everyone underneath it to a single purpose, like a nation, or really zealous sports fans.

Just like every flag has an identity, every company has a brand. Think about the way that you feel whenever you see an American flag? Now what happens when you see a German flag, a Chinese flag, Armenian, North Korean? Now imagine taking a flag from one country and trying to turn it into the flag of another country.

As you can imagine, this probably does not work very well, and likely would just confuse and anger a lot of people. Just like you would not wave around the American flag in North Korea, or vice versa, you want to make sure your brand has a clear, concise, and positive purpose. When you raise your banner, you want people to be able to recognize it far and wide, that is brand recognition.

However, if you want people to feel something when they see that flag, that is brand purpose. Like most people, a brand is on a hunt for identity.

Agency

Whether you are building a brand as a company, or an individual, influencers are becoming increasingly prominent and valued by big names. Influencer marketing for example has peaked a lot of interest in larger ad agencies.

Once thought to be a blue collar, grassroots method, marketers are now seeing influencers as a primary way of reaching an audience in the coming years. The thing is, not every influencer works with every advertiser.

There has to be what's called image compatibility. For example, a horror mystery YouTube channel cannot make advertising deals with a children's book publisher. It is easy to see how your brand image will have a profound impact on even the logistics of day-to-day operations, so it should not be considered lightly.

A Piece of the Niche

If you are feeling a bit of hesitation in deciding your brand purpose, that simply means you know how important it is. Thankfully you don't have to worry too much, as some brand purposes set themselves.

You may think to yourself, maybe I should try to be family friendly, or else how could I possibly find an advertising deal? The important thing is to not change who you are or who you want to be. You have to keep the essence of yourself inside a brand in order to ensure longevity. The best thing to do is to find a happy medium.

Find a brand purpose and identity that expresses you and your company but does not alienate people unnecessarily. You may be surprised to discover that there is a niche for everything you could imagine.

In Pleasing Everyone...

As Aesop tells us, don't try to please everyone, as ironically you will simply not attract new people and alienate the old ones. It is better to have a well-defined, unfaltering, niche brand and identity, than one that is constantly shifting to please others.

In seeking out others, don't lose the attention and respect of the niche you already have! Remember that most people start a business because it is something they wish already existed themselves. If you stay true to your vision, it will give you the highest chance for success.