Brand Believability is the standard organizations must aim for if they want to be viewed as having a meaningful purpose in the eyes of the world. It is the benchmark for how key audiences view your organization and the critical alignment of what you say and what you do.
There is undeniable evidence that organizations with a strong sense of purpose are more relevant in a world that is seeking a better balance of money and meaning. Yet with all of the talk about business ‘purpose’ - and the value it creates - no standard exists to define what meaningful purpose is from the world’s point-of-view.
Brand Believability is the standard organizations must strive for to be viewed as having meaningful purpose in the eyes of the world. Simply put, it’s having a profound, positive impact on lives, communities and the world.
To arrive at this standard we conducted research to understand society’s desire for a better balance of money and meaning, and how this translates into the business equivalent of profit and purpose. It showed that organizations are viewed as having meaningful purpose when they:
Consciously focus on having a positive impact on people’s lives.
Embrace a systemic approach to scale and sustain this impact.
Align words and action to make the promise of purpose believable.
The Brand Believability benchmark assessment gathers quantitative and qualitative feedback from key audiences to see how they view your organization through the lens of meaningful purpose. Deployed with both internal and external audiences, and integrated with experience testing, our Brand Believability assessment report helps you uncover key insights to help you understand where you stand:
How key audiences feel about your commitment to meaningful purpose.
Gaps between your intent to have impact and ability to activate through experience.
Differences in perception between internal and external audiences (and segments) that indicate lack of alignment.
Strategic insight into how you can begin to build a brand that creates believable and meaningful impact in the eyes of the world.
In addition to our work to help individual companies and organizations assess Brand Believability, Will & Grail has used the benchmark to see how audiences view industries, political candidates and organizations in a community - all through the lens of meaningful purpose. Here are just a few examples.
BRAND BELIEVABILITY REPORT
