Growing Your Small Business on Purpose

September 18, 2020


Five reasons knowing your purpose can transform your start-up or small business.

Your brand purpose can be your secret weapon. This is especially true for small businesses. Purpose can be your best tool to differentiate yourself from your peers, streamline your resources and find and connect with like-minded customers.

It’s also your most valuable asset for inspiring and motivating yourself and those around you. I can always tell when I’m working within our purpose. I feel more engaged, ideas feel more connected and engagement increases.

Here are five ways knowing your purpose can help your small business: 

One: It differentiates your organization. Every business leader has a unique story and reason they started the business. That story is powerful. When you lead with your purpose, you build connection and demonstrate your value beyond price and services. Your experiences, beliefs and passion set you apart from both large and small players in your field.

Two: It streamlines your sales and marketing. Committing to purpose shifted the way I looked at sales and marketing. I focus less on selling and more on sharing my passion for what I do. This approach feels more natural and is more meaningful to potential clients. Having a well-defined purpose also makes writing social media posts, blog articles, website copy and sales collateral easier and more consistent.

Three: It helps you find and build community. Today, our relationship with a brand often center around common beliefs. When you know your purpose, you’re more likely to find and attract people who share your values. Your community, whether they’re customers or not, will spur new leads, attract like-minded talent and encourage you along the way. 

Four: It aids in strategic decision-making. When you own your own business, the opportunities are endless. This is the best and sometimes most challenging part of running a business. How do you decide what fits and what doesn’t? Which opportunities are the right opportunities? Your brand purpose is designed to serve as both a street sign and a guard rail. It can provide direction and help keep you on track.

Five: It reminds you why you’re doing this work. Establishing a purpose greater than profit shifts how you think about your organization. When you focus less on financial gains and more on how you can use your business to do more good, it inspires you – and your team – to show up and keep going. We all want to know our work matters and that we are part of something that delivers a positive impact.

Sometimes it helps to have help! We are excited to announce the launch of The Alignd Business. Designed intentionally for companies with fewer than 50 people, The Alignd Business is a 12-week work strategy package created to help you clarify your purpose and take steps to use your business to make money and help others.




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Karen Bailey is a brand purpose consultant and specializes in helping companies define their purpose and align their business around it. In 2017, she launched the blog, Purpose Greater Than Profit, to start a meaningful conversation about the increasingly important role of brand purpose, purposeful leadership and a better way of doing business.


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