The Brand Strategist's Mindscape episode 2: Core Truth

One Big Idea to rally them all…

It’s impossible to leave your mark on this world without a Big Idea for others to rally around.

Your brand is your reputation. And that reputation emerges as the result of the interaction between your audience and the world that you’ve constructed for them to explore.

So your longevity as a brand depends on an audience of faithful followers, but you can’t attract a following nor can you inspire loyalty without a worthy cause at the core of what you do.

You may have heard others refer to this worthy cause as the throughline, theme, core truth, or red thread of your business. These are all terms for the Big Idea that your audience needs to believe in order to form an emotional connection with you and make a buying decision.

Big ideas don't materialize out of thin air. We cultivate them over time as we test concepts and respond to new feedback.

In fact, we rarely recognize the brilliance of our ideas until we’ve built several layers around the original kernel.

But if you want to shift mindsets so that the right people buy into what you’re selling (whether it’s a movement or a product), you’ve got to take people back to the beginning of that Big Idea and guide them towards achieving it.

Remember, your audience won’t take action without a reason. When you use relevant stories to engage the emotions and messaging that effectively communicates your shared values, you’ve got a recipe for impact.