Strategy / Concept / Design

Your company is not just a brand, it’s a pilgrimage

You know how motivating it is when you’re on a mission. Everyone needs that – they thrive when they’re doing something that they believe in. All companies need to make money, but what else about your company matters? Do you know? Do you have a sense of it, but can’t put your finger on it? Or have you lost your way, hoping to stumble back onto the road?

If a product is what you are, then a brand is who you are. A brand should make a business identifiable, memorable and, above all, meaningful in someone’s life.

The work above is an example of a company that owns a Big-Hairy-Ambitious-Goal (BHAG,) a purpose-driven Big Idea that will make you stand out, humanize your business and give meaning to all stakeholders. Tiger Airlines have grown their market share by some remarkable numbers. The business (named after the regional ‘tiger economy’ phenomenon in South East Asia) is driven by three interdependent marketing components:

  1. Building a name and organisation that truly makes a difference in the marketplace.
  2. Become a leader of great environmental purpose; and
  3. Invest in bringing our goal to life so that our constituents know exactly what we stand for.

What makes one company thrive while others languish in mediocrity? There’s no doubt hard work is involved, but owning a BHAG / Big Idea shows companies and organisations can exude a genuine and truly distinctive sense of purpose. The effect? The brand will neutralise the competition, click with customers, inspire and guide employees, and reshape the sense of what’s possible in the marketplace.