defining-brand-pupose, blog, brand-purpose, content-marketing, inspiration

Dec 13, 2020

by Rob L


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Simon Sinek inspired audiences across the world with 2017 with his sell-out Start With Why Leadership Forum. In 2020, he returned to Australia with a new book and seminar tour: Simon Sinek: LIVE. Lucky enough to be in the audience, 3rdspace’s Rachel Sullivan has broken down her Top Takeouts from Simon Sinek: Live  to help inspire you to think about your company’s purpose and how to create content that provokes action.


Communicating your company’s purpose is as important as advancing a just cause 

If it’s got you thinking about advancing your company’s just cause, we’d urge you not to forget the importance of communicating and demonstrating your organisations purpose – the reason you exist beyond making money. This must be done frequently and authentically to employees and your customers so they continue to engage and promote your brand for days, weeks and years to come. We loved Simon’s notion that you wouldn’t tell your spouse you love them on your wedding day and not say it again, yet many companies take the same approach when it comes to communicating their purpose. 


Is it time to re-visit your brands purpose?

Attending events like Simon Sinek’s - The Infinite Game are brilliant for taking us out of our current perspective. In explaining that leaders today need to be existentially flexible - willing to make 180° turn in order to advance the organisations just cause. We got thinking about what this means for CMO and brand markets to stay relevant to consumers in an increasingly complex world where consumers are demanding more transparency. 

As we navigate uncertainly in a post COVID-19 world, CMO’s and brand marketers are handed a rare opportunity to reset as the benefit-risk trade off swings in the favour of purpose driven marketing. The key take out is to pause to think about what might be possible if we truly put Simon Sinek’s concept of advancing a just cause before profit.


Connecting with a new generation of purpose driven consumers 

Appealing to Gen Z’s starts with ensuring a brands purpose is at the heart of the entire business and that leaders take ownership and responsibility for the impact this has on society and the planet. This group are active in pressuring business to do and be better pushing companies to talk in terms of triple bottom lines. 


How brands with purpose can create content that promotes action

Today it’s not enough for brands to adapt, they must re-invent frequently, to adopt an infinite mindset to ensure our survival as a humanity, thus creating an environment in which brands can thrive. It’s not about telling customers what your purpose is. It’s about finding the stories within your business that demonstrates it.

By building a content strategy underpinned by communication pillars that demonstrate and reinforce this purpose every day. We call this your content mission.  A content mission then informs the creation of engaging content designed to provoke action - from your employees, customers and potential customers. 

If your origination has a just cause or purpose statement but doesn’t have a content mission that align to it, chances are you are missing an huge opportunity to better connect with the values of your customers.  



3rdspace is a content marketing company whose purpose is to help purpose driven brands connect with the values of purpose driven consumers. If you’d like to chat about how your content marketing can better connect with your consumers by finding the place of shared purpose our team of marketing & content strategist, behavioural psychologists and creatives are here to help


Rob L

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