ABSTRACT
Powerful brands articulate a business’ purpose and values, serving as the north stars for entire organizations, giving employees the philosophy and framework to make decisions with integrity on behalf of an organization. Brand Instinct is a practice that aligns brand, business, and purpose to the point where improvements in one mean improvements in the other. A well-built brand, with a strong guiding purpose, will impact how industry leaders construct their business – everything from their communications, to their hires and fires, to their innovation pipeline. Purpose is operationalized through both internal and external behavioral frameworks – the second and third components, respectively – and is ultimately perpetuated through an ongoing stream of purpose-adjacent activity that serves audiences both inside and outside the company. All company truths sit within its walls, and to build powerful brands, it is important to always build from the inside out.
