Aligning Your Brand and Mission

Aligning Your Brand and Mission

By definition, “a brand is the set of marketing and communication methods that help to distinguish a company from competitors and create a lasting impression in the minds of customers.” Since we have personal brands as much as organizational brands, I think of a brand differently. To me, your brand is your legacy, which as Dr. Bertice Berry puts it, “…isn’t what you leave when you die; it’s what other people say about you when you leave the room.”

In this context, you’re creating your brand (and your legacy) with every personal interaction, with every post or tweet you share. As an individual and as an organization with different people working on various programs and projects, it can be difficult keeping up with and continually sharing content that enhances your brand. It can also be challenging ensuring that the stories, pictures, and information you and others on your team share align with your mission.

This is where culture and motive matter. Knowing your personal mission and what you stand for is just as important as understanding your corporate mission because that’s the lens with which you and others share from. Having a motive that’s positive and focuses on helping others makes it easier to align your mission, brand, team, and communication efforts.

Alignment has been a big focus for our organization recently. Over the last 11 years, the Lipscomb Pitts Breakfast Club has evolved from a small group of companies hosting a handful of events and a namesake Signature Breakfast series into a philanthropic partnership focused on being a “force for good.”  With more than 75 corporate partners, including some of the world’s largest employers, we now host more than 150 free events each year, along with an array of media to enrich and engage the Mid-South. We also focus heavily on giving back to nonprofits, so we’re excited to now have an organization name that aligns with our mission: cityCURRENT.

The name pays homage to our shows, like The SPARK and SPARK Awards, and serves as an invitation for us to work together and to be the electrical current that powers good in the city, to be the cityCURRENT. It champions the current of the Mighty Mississippi River. And, it focuses on the current impact of our efforts. It’s a fun opportunity now to see how much more good we can do together with our brand and mission aligned!

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