We put too much emphasis on “arriving at” a brand purpose—like it’s a finish line. When really, brand purpose simply articulates an idea to which your brand will be devoted. It’s not a finish line, it’s a starting line. And everything you do from that point on—everything you do to make your purpose a reality—is what will differentiate your brand. Purpose or no, brands differentiate themselves by what they DO. Purpose provides direction and gives meaning to what you do. But it does not replace the doing. It’s the doing that differentiates you.

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