Discovering Purpose
Ever since Eric Flug, MD discovered the connection between nutrition and chronic illness, he has advocated for plant-based nutrition within his pediatric practice. His journey was prompted by meeting Dr. Caldwell Esselstyn at a retreat and becoming inspired by his research. It was also driven by Eric's own health transformation in 2014.
Like many physicians, nutrition wasn’t taught in medical school and although he regularly attended medical conferences, Eric was distressed that nutrition information wasn’t included.
Over the next 7 years, Dr. Flug deepened his knowledge of plant-based nutrition by attending key conferences on the subject: The International Plant-Based Nutrition Healthcare Conference (PBNHC) and the American College of Lifestyle Medicine (ACLM). He expanded his consult time with patients to teach them about the power of food and added posters and success stories in waiting and exam rooms to spark interest in the topic.
After practicing pediatrics for 43 years and navigating the effects of the pandemic, Dr. Flug’s purpose became clear. He wanted to channel his knowledge and experience to help people become healthy through food and lifestyle. For Eric, leaving his career and beloved patients behind wasn’t easy. Transitioning to a new business where he could champion whole food, plant-based nutrition became a driving force.
As humans, we are driven by purpose because we seek meaning in our lives. A purpose-driven business is the same, it exists to solve a problem, to meet a need in society, or to make the world a better place. Everything a purpose-driven brand does ties back to these ideals.
A purpose-driven brand begins this way:
Step 1: Start Where You Are
Our clients have a profound calling. But for many, creating their brand is uncharted territory. They’re unsure of how to get things underway. So, to jumpstart, we provide exercises that prompt clients to brainstorm, clearly define their audience and explain why their offerings set them apart. This allows the client to identify solutions that speak to an individual’s needs and pain points. Documenting this becomes positioning for the business, and it also creates website content.
In Eric’s case, he wanted his site to be a conversation starter, for people to be curious and ask: “what do you do in nutrition?” His messages were crafted to be ‘all about them’ vs. ‘all about me.’
Step 2: Make it Mnemonic
We all strive to create a brand name that ‘clicks’ with people. Each name carries its own unique meaning and how people will react to it. There are many ways to approach this process — here’s a distilled version of how to do it:
• Establish a clear idea of what you want your name to communicate. Develop a robust list.
• Collaborate with others to generate more potential names, keeping them short and easy to remember. Look up synonyms, search for interesting words, and create as many word combinations as possible.
• Narrow to a shorter list, evaluate and do a background search for names already in use and available URLs.
In naming his new practice, Dr. Flug wanted his name to simply describe what he does, with words that had a rhythm. That’s why My Plant-Based MD stood out as a clear choice.
Step 3: Create the Brand Personality
The brand is a combination of logo, typography, color, imagery – all the ways a brand personality can be expressed. Often, emphasis is put on the logo, but that’s only part of how the audience will connect with your brand. Taglines reinforce the brand to quickly express what your company does.
Collaborating with Dr. Flug, we wanted My Plant-Based MD to have:
• an inviting and friendly vibe that peaks curiosity and draws people in
• easy-to-navigate copy to connect with his audience
• bright logo colors
• photos to depict vibrant health and enticing food
The logo concept evolved into an icon system that represents health, people, plants, and nutrition.
Step 4: Develop Website Content
A website wireframe describes how the user will experience the site, including the navigation, sections, and where the content will flow. The Step 1 exercise will have paved the way for master positioning and defining statements to amplify your voice and craft your story. Add calls-to-action and content for each section, making sure the personal story is part of the website experience.
Step 5: Build Brand Elements
Consistency is key – to build recognition every time your brand is noticed. Because of high visual noise in the marketplace, your logo, colors, messages, and brand language should be delivered the same way every time it’s seen. Repetition is necessary to be remembered.
My Plant-Based MD’s friendly vibe was brought to life by incorporating active photos on business cards. The colorful approach was carried across digital applications and in social media graphics to engage and encourage site visitors to reach out for a consultation.
Step 6: Get it Out There
Announcing a business launch can feel intimidating, but by breaking down the plans into actionable items, it’s more manageable – especially for one person who doesn’t have a support team. It could be as simple as an eblast announcing the launch supported by social media graphics.
How can you create a purpose-driven brand?
Be clear on what your purpose is. Before you can create a purpose-driven brand, you need to determine what that purpose is. Ask yourself what drives your business and why? What issue do you want to solve?
Know why your offerings are different than the next guy. What’s the twist with your business concept that makes you unique? Where’s there a gap you can fill?
Fuse your purpose into your business. Make sure your ‘why’ is part of everything you do and let it inform the offerings you provide.
Tell your story in a creative way. Capture the essence of what’s important to you, what’s behind your brand. The human factor is essential – don’t miss this opportunity for people to learn who you are and how you can help them.
Share your story consistently with your audience. In our world of distractions, consistency is key. Every part of your brand should reinforce your purpose, so awareness is reinforced to the people you want to reach.
Take action. Don’t just talk a good game, demonstrate it through examples of how you’re making a difference with customer testimonials.
Congratulations, your purpose-driven brand is now a tangible thing! If it’s done well, it will keep representing you in a consistent and powerful way. As prospects discover you, how you’ve expressed your unique brand will stand out and the rewarding work will begin.
Discover the possibilities for your own brand. Contact the Enrich team today.
