Find Your North Star

If you’re a fan of true crime, you probably know that most investigations start by trying to figure out a motive. Why? Because motivation is what brings people to action, so most of the time you want to figure out why a person might have committed the crime, and that will lead you to figure out how they did it.

With a brand, it should function the same way. You want to figure out your motivation and then spring into action. However, for most of us, that sounds idealistic. We work because we need to work, not because we are inspired to work. But that doesn’t mean that figuring out your motivation isn’t important.

If you’re a business owner or entrepreneur, motivation can make or break your brand. It’s not only necessary to motivate the stakeholders. It’s equally necessary to motivate people to work with you.

If you’re an attorney, for example, there will always be competitors in your area of practice that can offer similar services. You can look at ratings and reviews to get an idea of an attorney’s abilities, but what if you have to choose between a handful of equally qualified law firms?

This is when your brand can become your competitive advantage.

When we talk about your brand’s mission, we are talking about what motivates you to get out of bed in the morning. We are also talking about what motivates people to join your team. And most importantly, we are talking about what motivates people to do business with you.

Our actions should be guided by making these stars align. But first, you have to figure out your own motivation.

I think we can all agree that we are mainly at work to make money, so let’s take money off the table.

What’s left?

Would you continue to do what you do if you had all of your financial needs taken care of?

Why?

Do you like to help others? Are you creative? Do you want to contribute to society or your community? Do you believe in a cause?

This is the beginning of your quest to find your North Star.

Establishing a mission not only helps to galvanize others it also gives meaning to your work. But it’s a sword that cuts both ways. If you establish a mission that is meant to deceive your audience (like a coal company whose mission is to promote clean energy) you can do more damage to your brand and veer far off your path to success.

It’s important to keep it real these days because information is easier to find than ever. So, the first step in establishing your mission is to be honest and upfront with yourself. That way there is harmony between your brand and who you are.

After that, it’s your job to find an audience that is going in the same direction as you are.

When we talk about your target market, we are trying to determine who would be the ideal customer or client for your brand. We want to break them down to their core attributes so that we can then use messaging that speaks directly to their needs and your value proposition.

In this case, the target is a moving target because our clients and customers are evolving at the same time that we are. That’s why figuring out what direction they are going in is the real job here. When a brand’s mission and values are tied to that of its customers, they are moving together toward a brighter future.

In this case, being a good navigator is more important than being a good shot.

That’s why what we do is help brands find their North Star. Once the stars are aligned, you can ensure success in your mission.

Are you ready for take-off?