Mission is what your company does. Vision is where it’s going. Purpose is why it exists. Why does your organization need a WHY? Purpose is your organization’s distinct reason for being, and the positive impact you seek to make in the world. How do organizations bring purpose to life—ingraining purpose with the power to transform? Our approach to developing an authentic purpose and helping organizations live it integrates internal and external inputs from multiple perspectives with four steps—discover, articulate, activate, and embed—that build upon and reinforce one another.
Watch our introduction to purpose below.
Our work begins with Discovery. We dig deep to unearth employees’ sentiments and consumers’ insights, immersing ourselves in materials related to the company’s culture and ethos. Once the organization has established “who we are,” subject matter experts are brought in to help leaders explore the universal human needs that the organization can meaningfully address. We call them Luminaries and they help us uncover the “need in the world.”
Once we understand who an organization is and what unique role they can serve in the world, it’s time to articulate the purpose. In the Articulation step, the organization develops and communicates its purpose statement. It crafts a story in its own voice that resonates with employees and customers.
Once you have a purpose, you must bring it to life both internally and externally. Otherwise, purpose is little more than good intention. To go beyond surface purpose and create purpose with the power to transform, it must be integrated in the day-to-day experience of both employees and customers. Activating purpose requires employee-facing as well as customer-facing initiatives. Walking the talk is crucial.
If the Activation step is about communicating and symbolizing purpose, this Embed step is about deepening and sustaining it. It’s about bringing purpose to life in a way that ensures the organization embodies it every day. We developed a proprietary model for turning purpose into relationships. It turns passion into profits by providing a North Star that aligns employees from the shop floor to the top floor.
Purpose-Driven Branding & Marketing
BrightHouse can also help bring purpose into your branding or marketing campaign. People are searching for meaning and will become advocates for brands that are not only reliable and trustworthy, but also stand for something bigger. This isn’t corporate social responsibility; it’s corporate social opportunity. This is how meaning makes money.
BrightHouse also uses our purpose-driven framework to facilitate innovation through workshops that create internal and external collaboration. We bring together both our strategic and creative thinkers, as well as divergent subject matter experts we call Luminaries, to come up with new ideas that serve the bottom line and society.
Culture & Values
If culture and values drive strategy and tactics, then what drives culture and values? Purpose. BrightHouse uses the lens of purpose within HR to develop programs that turn compliant generic values into dynamic authentic language. When completed, everyone within the organization not only knows the values, they live them.
When a client wants to touch employees, customers, or consumers, BrightHouse can create a film that combines the rational with the emotional and moves people to tears, to joy, to action. See some of our purpose films here. Many of them can’t be shared publicly, but contact us if you’re interested in seeing more of our film work.