Updated: Nov 1, 2020
The suns rays reflect my mood as I spring down a Barcelonan street, my 2.5 year old bumbles along by me pushing his own buggy gaining grins from onlookers who notice the half-sized person in control! "Zandon, are you looking forward to your first day at nursery school?" "Yep." His favourite word. "Not as much as me!" Automatic, internal response.
We get to the door, we are greeted and shown inside, this place is like a contemporary, child-friendly, expansive exhibition. Everything looks like a piece of sculpted art, beautiful, spacious and considering it's a nursery... gleaming!
I'm obviously charmed, Zandon too. We join his class in the sand garden and there we begin the 2 weeks of degradation from impressed, to confused, to frustrated, to finally we're out of here. Why? What happened? A lack of good communication, the willingness to connect and not enough adequate training to keep Zandon happy happened. His teacher had no clue and seemed to have no desire to engage with him and build a relationship, so settling in just could not be successful.
Sadly the gigantic, beautiful, exquisitely located nursery went down in our books as, 'all the gear but no idea.'
'All The Gear And No Idea'
Don't make this mistake with your business: having a stunning physical storefront or digital platform, breath-taking social media posts but missing all the foundations, your defined purpose. Not knowing your real purpose, can cost you energy, a lack of motivation and feeling like you've got an abundance of beauty around you but it's empty. Your company's purpose is at the very heart of what compelled it's birth.
What's so attractive about purpose? When you and you your team are working from your brand's deep convictions, combined with the realisation that you are guides, everything about what you do is fuelled with effort energy. Then communicating with those you want to serve becomes an honour because it is apart of you meeting the need you set out to.
So where do the foundations start?... Your Brand Story.
Humans naturally love stories. We bond over mutual experiences and enjoy sharing those experiences with each other. We love telling stories, reading stories, and hearing stories.
How To Begin Writing or Rewriting Your Brand Story
Just like any season of your life has a narrative, the reason you began your business has one too. It may have been inspired by a problem you saw that needed solving, a person you wanted to help. Then ask yourself, why was it so important, and what barriers had to be overcome? These are the stories that, repeated over and over, stay core to a brand's DNA, it is what firstly makes it a 'brand'.