Today, There's So Much More to the Equation Than the Bottom Line

If a bottom line is your sole focus, you may very well be on your way to bottoming out.

In today’s world, there’s so much more to the equation. For example, Millennials are leading the demand for authentic, purposeful brand behavior .

The evidence is clear: powerful behavior can be seen by well-known brands such as Southwest, FedEx and Panera, as well as newer players such as Tesla, SkinnyGirl and TaskRabbit.

One thing these brands have in common is how effective they are in telling and living their story.

Here’s a quick example of a new player using a proven give-back strategy:

Bombas is a new player. They came onto the market in 2013 with the help of crowdsourcing. Their mission is twofold: to sell the best socks in the world and to ensure than no human being in need has to go without socks.

Their buy one, give one policy means that the company donates a pair of socks for every pair purchased. (Socks are the most requested item at homeless shelters around the world.)

Bombas has given more than a million pairs of socks away, which also means they have sold more than a million.

How’d I hear about Bombas? Well, funny you should ask. I was traveling with a friend and talking about my tired feet when she quickly said that I needed to check out the best sock ever. Which was … you guessed it … Bombas. So I did and, now, not only are my feet feeling good, but my heart is, too, as people in need are also appreciating their new socks.

Related: Why Purpose is Taking a More Prominent Role in Business

Each company has roots in the past and a vision for the future. Whether you’ve been instrumental in the history of the company and want to help ensure the foundational legacy won’t be forgotten or you’re responsible for forging a path forward, telling your story creates value.

So, what should you do?

Don’t be shy about telling your story. Humble pie does not create awareness or build relationships.

Understand how your audience wants to experience your brand.

Be clear about how your organization is purposeful in what it does.

Demonstrate how your organization lives the story: yesterday, today and tomorrow.

Integrate and share your story in all of your communications.

Authentic, purposeful brand behavior will connect and inspire your employees and your customers. And, that will make your bottom line smile.

Do you have a story to tell and could use a boost to capture the essence of what you want to share? I can help.