The common pitfalls where businesses go wrong

It’s easy to read a blog like this and think, ‘I can understand why communicating business purpose is so important, but does it really need to be transparent at all levels?’.
The truth is, without your Why permeating every area of your business, your customers will soon lose sight of what makes you different from everyone else.

Here are some common disconnects which you might recognise in your company or others:

– Inspiring mission statements are written, but generic marketing is used.
– Premium brand promises are made, but service quality is inconsistent.
– Inspiring values are listed online but not reflected in customer interactions.
– Messaging is focused only on product features or price, without vision or impact.

These pitfalls often happen when a business experiences growth which happens faster than their initial strategy can keep up with, and operational decisions then drift further from the original values set out which guide a business’s Why.

What can be done? This is where transparency in communicating business purpose comes into its own.

Why Transparency of Purpose Matters

In contrast, when you’re visibly making your Why known at all levels, there are a whole range of benefits for you and for your customers.
You’ll find that you build trust faster as your audience quickly understands what makes your business tick. Not only that but you’ll attract the right customers, as those who are aligned with your Why are likely to stick around if they discover this purpose early on.
This, in turn, will improve loyalty and referrals for your business, as those who are passionate about your Why will stick with you in the future, and recommend you to like-minded friends.
Communicating business purpose at all levels also allows clearer decision-making internally, as you (and your team, if you have one) can more easily assess whether new projects and ideas line up with your Why, and decide where is best to spend your time.
Finally, having your Why visible is the best way to differentiate your company from its competitors.
Only one business has your Why, and that’s yours, so making it known will help you to find your people!
Let’s think practically, then. How exactly should you show your Why to the world?

Where your Why should show up

It’s all very well talking about the importance of communicating business purpose, but where exactly can this be seen?
Here are my top five touchpoints where your Why should be visible to all.
1. Brand messaging
Make sure that readers can immediately see your Why through your website copy, social media tone, marketing campaigns and visual identity.

Your messaging needs to communicate impact, not just information.

2. Customer journey
From discovery and enquiry, to purchase or onboarding, all the way through to aftercare and follow-up, your clients need to know what your business is all about.

Every touchpoint is an opportunity either to reinforce or weaken your purpose.

3. Products and services
Ask yourself whether your products and services are solving the problem you initially set out to solve. If not, why not?

Everything about them, from pricing to packaging, need to reflect your values for your Why to be visible.
4. Customer experience
Your communication style, responsiveness and problem resolution will all build a picture of your business and its purpose.

Customers experience values through behaviour, not just statements of intent.

5. Internal culture and decisions
If employees don’t see your Why underpinning all your decisions, they’ll find it hard to communicate it to customers.

Your policies, conduct, partnerships and even hiring choices must be aligned to your Why.

Signs that your Why is embedded at all levels

It might seem like communicating business purpose can never be quantified, and in a sense that’s right there aren’t many tangible metrics for knowing how widely your Why is known.

However, there are success markers along the way that will help you to realise that you’ve made your Why known.

One of these is when you hear your business purpose coming from the mouths of customers rather than yourself or your team.

When clients describe your business using similar language to your mission statements, and referrals mention your values rather than just prices, you know you’ve done a good job.

You might also notice that your marketing feels easier and more consistent, as your Why underpins all your communications so there’s less thinking involved in how you want to make your business visible to the world.

Another marker of success in this area is when team members make decisions independently which align with your Why.

If you no longer need to keep reminding them of it, then you’ve envisioned them effectively!

Talk to me about transparency in communicating business purpose

Before we finish up this month’s blog, take a moment to reflect on your own business.

Where does your Why already shine through, and where might customers experience something different?

If you’re not sure of the answers to those questions, or you’d simply appreciate talking to someone who’s not only been in your shoes but helped countless other business owners in your position, you’re in the right place.

Ask Zoe was set up to share my expertise in helping business owners to align with their original purpose and communicate that to the outside world.

I’d love to help you to do the same, so please do get in contact with me and we can work together to rediscover your Why and find out what communicating business purpose looks like for you!