Your brand today “is what you stand for and how your customers feel about you.” This sentence from the DX manifesto speaks to the importance of purpose in branding.

Here’s the full manifesto:

“Your brand today is no longer what you tell people it is.
It is the differentiated experience (DX) your employees deliver.
It is what you stand for and how your customers feel about you.
And most importantly, your brand is what your customers tell others about their experience.”


Brands that leverage a defined purpose benefit from a win-win-win scenario. By standing for something bigger than their products/services, they are winning on three levels:

Win #1: Employees – Purpose helps attract the best talent, keeps them engaged, and retains them.

Win #2: Customers – Purpose becomes a differentiator that drives acquisition and retention. It provides a reason for their customers to engage with the business. Purpose is important to customers as it showcases the values of an organization.

Win #3: Shareholders – Purpose has positive effects on key performance drivers. Research shows that companies who clearly articulate their purpose enjoy higher growth rates than non-for-purpose competitors.

Do you agree that purpose is key to branding?

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Stan Phelps walks the walk. He stands out in the sea of sameness by modeling his own Differentiated Experience (DX) message: Differentiation isn’t just about what you say, it’s about what you do and, more importantly, how and why you do it. Stan leverages his unique collection of 5,000+ case studies on customer, employee, and brand experience to engage audiences with informative learning-based experiences. He believes purposeful DX wins the hearts of employees and customers, and differentiation ultimately boosts loyalty, retention, referrals, and results.

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