Performance Anchored in Purpose: The surprising question every brand should think about…
“Purpose without results is poetry.”
Poetry is nice. A particularly good poem can even give you a warm and fuzzy feeling. But it may not necessarily change your life. As brand development architects, we’re not here to simply make you look and feel good. Our job is not to pump you up and get you excited for the future. Our job at Outlook Orange is to partner with brands for long-term impact that decides the future. We collaborate to clarify vision and purpose and then translate it into actionable, meaningful strategy for alignment and growth.
Of course there’s a bit more to the poetry of the process - often the pursuit of a goal holds more value than the desired outcome. It’s not just about getting there, but purposefully building the meaning and significance in the journey.
To go with a poetic analogy, there are three types of brands - those that sink, those that swim and those that sail. The good news if you’re reading this is that you’re still afloat - and possibly even swimming at speed. You’ve got this far against some monumental currents. But you may be struggling to see the horizon. Many of our clients have achieved incredible organic growth but lack direction. That’s often the best time to lock down consistent brand messaging anchored in purpose. Especially when faced with a shifting market in an era of AI input and global turmoil. At Outlook Orange we use the winds and changing tides to our advantage. And we’re here to steer toward significance.
But there’s one surprising question we always ask our clients when we are workshopping their vision together… How much money do you want to make? It’s not typically a question you’d expect when taking a deep dive into meaning and purpose. But the real kicker is that money is the enabler. Without the financial means, your purpose remains unfulfilled. Your profit has the power to unlock lasting significance. This is why setting financial goals is a crucial part of our Brand Vision process.
And remember, while we all want to make money, what we should be asking ourselves is what does my brand mean to me over and above generating an income? And even more crucially - what does it mean to my customers? We want to know what gets you out of bed each day. We uncover this by exploring exactly who your brand is, what you deliver, why it matters and how you tell people.
Outlook Orange creates vision for significance. We’re not just a vendor offering our services. We actively choose to work with sustainable, generous brands that seek to change the world by making a meaningful impact. Our job is to partner with those brands and turn their purpose into performance - and profit.
Now’s the time to set sail and change your course.
Book a discovery call to discuss how to navigate your strategic growth with the Outlook Orange crew.