It's all about starting with the question “Why?” Why are you in business? Why do you do what you do? People don't buy what you do, they buy why you do it.
First, discover your higher purpose. Not just taking on a charity, but taking on a cause as your own.
Second, make it real. It's not about you donating 10% of your profits, it's about your purpose being so important, it changes the way you do business.
Third, live it on social media. As Augie Ray states on Social Media Today, “If you discover a purpose and make it real, social media becomes easy. All the challenges and frustrations brands face today trying to develop a sufficient flow of content for social media evaporates once purpose is made real.”
For example, Kotex isn't just about feminine products, it's about changing the way women feel about their bodies. Secret Clinical Strength fights bullying.
And Chipotle has committed itself to increasing the integrity of the food we eat. In fact they take this commitment so far, they tell their customers not only what's terrific about their food, but also what needs improving. Result? “Chipotle enjoys some of the highest same-store growth in the restaurant business.”