Your Brand: Is it Making Meaning?

Is your brand making meaning?

Not just making products. Not just making promises. Making meaning.

Meaning is what distinguishes Apple from a computer company, Harley-Davidson from a motorcycle brand, and a great church from a religious institution.

Meaning is the answer to the question: why does this matter? Not to you. To the people you serve.

Guy Kawasaki talks about this in The Art of the Start: the best companies are not built around making money. They’re built around making meaning – around a genuine belief that the world is better with their product or service in it.

This is not idealism. It’s strategy. Brands that make meaning create advocates. Advocates create growth. And meaning-driven growth is more durable than attention-driven growth.

The question for any brand: what meaning do we make? If the answer is vague, the brand is vague. If the answer is clear, the brand is clear.

What meaning are you making?