From personal brands to trillion dollar ones, all successful businesses have this one thing in common…

A clear PURPOSE.

And, that purpose is supported by facts that can be communicated through brand values.

If you fall into one of these catergories, then you’ll want to read this letter:

• Creative professionals

• Small business owners

• Entrepreneurs / Solopreneurs

• Technical / Knowledge workers

Or, if you’re aspiring to become one of them, read on…

The power of a personal brand

Whether you know it or not, you have a personal brand.

If you have an online presence through social media sites like LinkedIn, Twitter (𝕏), Instagram, or Facebook, your personal brand is there for everyone to see–whether you like it or not.

And what people see in the words and images you post, the topics you talk about, and the stories you tell, all become a part of that brand.

So, why not give your brand some shape?

This will not only help others get to know you better, it will help you understand yourself better too.

Understanding your brand values become reminders and markers to keep you focused on your purpose.

And, these reminders will help you make better business decisions so you can continue to earn the trust of your clients, help attract new ones, and turn prospects into long-term customers.

So, how can you achieve this?

Simple. By crafting your Unique Creator’s Purpose, or UCP.

What’s a UCP exactly?

A UCP refers to the distinctive mission, vision, or reason for being that drives you as an individual creator, author, or artist. It’s also the unique offer and insights you have to help your online business stand out in a crowded marketplace.

There are a lot of eye balls on the internet, and a strong Unique Creator’s Purpose helps grab attention.

Your purpose is unique to your personal experiences, skills, passions, and the message you wish to convey through your work.

It's what motivates you to:

• Direct your actions

• Create great products

• Define the contributions to your field

Finding and following your purpose is essential to enjoying the creative process and to find balance in your days so you can avoid burn out.

It means looking deep within yourself, trying new things, challenging your beliefs, and not giving up when things gets tough.

Some think being a creator or starting a business is about getting famous or making lots of money.

It’s not.

Those are likely outcomes and artifacts of following your purpose, but not the goals.

In fact, it’s not about the goal at all. It’s about the process to get there.

Your purpose is much more about feeling happy and fulfilled, so you can make an impact in your life and in the world.

A framework to craft your Unique Creator’s Purpose

Here are 6 principles to help you craft a UCP that is unique, compelling, and true to you and your brand.

Principle 1 – Grand Scale (Bigger than a Planet)

Elon Musk's purpose of colonizing Mars isn't just about a company or a person—it's about the future of humanity itself.

Elon is hated by many, but admired by the rest. But, why do you think there’s such a huge dichotomy between these distinct camps?

Simple. Because envy and jealousy are two sides of the same coin.

The people who admire Elon are envious and proud of his accomplishments and want to learn from him. He’s seen as a protagonist in their minds.

The people who think Elon’s an antagonist are focusing on his human qualities that are seen as bad, even though we all share them.

Focusing on his bad qualities, blocks their ability to empathize with him. They ignore the positive aspects in him and take on a righteous attitude, equating his wealth and status with greed, instead of hard work.

Righteousness will not make you wealthy. Having a purpose and taking action, will.

Example of the Grand Scale principle:

My purpose is to create content that not only entertains, but also educates, and impacts minds on a global level to rid personal biases that keeps the world locked in conflict.

Principle 2 – Dedicated Until the End (10 years and beyond)

Warren Buffet has been investing since he was 11, showing a commitment that has spanned decades.

Warren Buffet is a rich man, like Elon. But his story is not as well-known to the younger crowd. They may recognize his name, but not his purpose.

Warren is wealthy because of his unwavering patience and his uncanny ability to plan for a distant future. His purpose, and the reason for his unprecedented wealth, is a result of delaying immediate reward in search of a greater abundance.

He delayed gratification to become wealthy.

Example of Dedicated Until the End principle:

I'm dedicated to building an online education platform that will evolve and grow for decades, changing how people learn to help eradicate poverty and expand human intelligence.

Principle 3 – Higher Purpose, Driven by Passion

Oprah Winfrey's career is rooted in her passion for helping others find their own truths and live their best life.

Oprah was born into poverty but is now one of the most influencial people on the planet today. Her passion to help others in need was her guide to her wealth and fame, having experienced poverty first-hand. She focused on people and grew to become the world’s first black, female billionaire.

Her road from poverty to grand influence, was the result of her passion to pursue a higher purpose, and not a want for money or fame.

Example of the Higher Purpose, Driven by Passion principle:

I am driven by my passion for sustainable living to create digital products that make conservation a lifestyle, not a duty.

Principle 4 – Ultra-Focused

Steve Jobs was famously focused, eliminating any products or features that didn't align with his vision.

When presenting the iPod, Jobs didn’t say it was a new music player. He said it was a way to carry "1000 songs in your pocket." This put the focus on the iPod’s purpose to solve a clear customer problem.

This clarity of purpose helped make the iPod a game-changer in the music and tech industries, setting the stage for the iTunes Store and the later success of the iPhone and App store.

Jobs was ultra-focused on building a functional ecosystem around cusomter needs and not on a factory that pumped out products to sell. He focused on solutions that people wanted and needed.

Example of the Ultra-Focused principle:

I am laser-focused on democratizing personal finance knowledge through easy-to-understand digital courses, so others can understand the value of saving, spending, and lending.

Principle 5 – Honest and No Nonsense

Gary Vaynerchuk's no-nonsense approach to entrepreneurship has made him a trusted voice in the industry, now worth over $200 million.

In 2006, Gary Vee started "Wine Library TV," a daily web show where he tasted and reviewed wines. His straightforward, unpretentious approach to wine tasting appealed to a broad audience, significantly boosting sales and setting the stage for his future endeavors in digital marketing and social media.

Example of the Honest and No Nonsense principle:

I am committed to cutting through the noise and offering straightforward tech reviews that users can trust so they can save time and money.

Principle 6 – Memorable, Clear, Universal

Nelson Mandela’s anti-apartheid message in 1964 was straightforward but profound, making it resonate across the globe.

Facing the death penalty, Mandela spoke of his ideals and his willingness to die for the cause of a democratic and free society in which all persons live together in harmony and with equal opportunities.

His words and ideas held both simplicity and depth. And it made a profound impact worldwide, cementing his status as a symbol of resistance against oppression.

Example of the Memorable, Clear, Universal principle:

My purpose is simple but impactful: to create art and written content that provokes thought and sparks societal change.

My challenge to you

Now, here’s a challenge for you → Draft your own Unique Creator’s Purpose that meets all 6 principles.

Yes, it’s not easy, but the more you can incorporate all 6 traits into a single purpose, the clearer, stronger, and better your purpose will be to you, your work, and your audience.

Hint: Start slow and be patient. Create one each day, and blend the best ideas into a single, purposeful statement to represent your brand and identity that people will recognize and respect.

You’ve got this!

TL;DR

Your Unique Creator's Purpose isn't a tagline; it's your North star. ✨

Use these 6 principles to craft a UCP that will not only guide your actions but also resonate with your audience for years to come.

Need help with your UCP? Reply “North Star” and let’s chat.

Have a great day—see you next week.

-Joe