My delightful morning yoga instructor spoke this week about big “T” Truth and little “t” truth.

Much has been written on this subject, but I really liked the simple way she explained it – especially as it helped me think about my work with purpose-led brands in a new way.

Big “T” Truth, according to Frances, is our deepest inner essence. The undeniable Truth of who we are at our deepest core, while little “t” truth is the version of us that’s driven by ego and mired in day-to-day opinions, politics, and experiences that we think are true, but that are really subjective. Our life’s work is to aspire towards operating from Big “T” Truth as that’s what connects us and allows our authentic light to shine bright.

A Beautiful Brand Strategy Parallel

While receiving this beautiful teaching I couldn’t help but think, “What a beautiful parallel for BRAND STRATEGY!” I know, please don’t judge me, but it came to me there on a sweaty yoga mat, that when organizations operate from their Big “B” Brand, enterprise wide, they become more of who they really are, vs. operating from little “b” brand, where everyone is more or less doing their own thing and just trying to keep up.

Let me elaborate.

Each time I immerse myself in a new client’s organization by talking to enough people, and spending time experiencing and studying their culture and issues, I ALWAYS discover something fundamentally unique that’s pulsing under the surface of their day-to-day operation. It’s akin to a one-of-a-kind fingerprint. Something SO what makes that organization tick that stakeholders often have a hard time stepping back far enough from it to clearly articulate it. Nearly everyone has some sense of it, but it’s often a little fuzzy. Like a shadow we see from the corner of our eye but not straight on. This is both the beautiful thing AND the problem as organizations evolve. They want Big “B” to lead the way, but if Big “B” has not been clearly, concisely, and tangibly articulated, the intention behind Big “B” gets diluted, bit by bit, over time. As the organization attempts to scale, the vision is interpreted into tactics by more and more team members, and without crystal clear direction they have no choice but to fill in the blanks for themselves as they work. That’s when little “b” takes over and things start feeling disjointed, stretched, and stressful. People begin not feeling supported and they wonder if the organization has lost its way. This is precisely when bringing a team together to define and agree to what the organization’s Big “B” brand is all about can work real magic. It’s WHY developing brand tools like a Brand Blueprint and Message Framework are so valuable.

Your team needs and deserves a crystal-clear roadmap

If you’re leading a nonprofit or purpose-led organization maybe you relate to this. As your team races to host events, deliver programs, raise funding, and manage volunteers, YOU can’t possibly be in every meeting, or guiding every decision. Team members need, and deserve, a crystal-clear roadmap they feel inspired and confident to execute from. Even before strategic planning, your organization’s foundation should rest upon a strong and clear Big “B” Brand so it can shine its unique light and mission brightly.

Roche Brand Advisors supports purpose-led organizations through times of change with strategic processes like Brand Blueprints, Message Frameworks, and hourly Brand Therapy, to help teams communicate and operate powerfully.