Episode 4 - "How Purpose and Impact magnetise your brand" with Luke Faccini

In this episode you will learn about the founder and Chief Do-Gooder of The Sponge, Luke Faccini  (https://thesponge.com.au) and his amazing journey to thrive on purpose. The Sponge is a branding agency that specialises in helping the next generation of business owners rebrand with purpose. He was born and raised in Sydney, Australia and now lives in Brisbane. Since beginning his professional brand design journey in 1999, he has helped thousands of people put their brands on the map. He started The Sponge right out of college and had to learn what it takes to grow a business. While starting out as a trained graphic designer, the entrepreneurial leap took him on a path of transformation. He experienced firsthand the impact that purpose and values have in business, and the connection to brand story. In this episode, Luke shares his purpose-moment, which was so vivid and compelling. After this special moment, he made a complete reset to start a new purpose-driven brand from scratch. Luke talks about his challenges while leading his own brand to thriving, and the importance of aligning his team and his clients’ values. You will learn about the magnetic strength when the intention to create perpetual goodness led Luke to turn down clients that could bring him millions of dollars of business. Learn about the inspiring process that Luke and his team went through to co-create a new purpose, and a vision to be able to live for fifty years. Luke shares the power of electromagnetic brands and their essence, through 5 core pillars: audience, culture, impact, strategy, and evolution.  As Luke beautifully expressed it ‘Purpose is the gel, the connector, the magic if it is shaped right’.  Have you thought of the Impact your business is making in the world, and have you started thinking of building an impact model? Luke explains the importance of getting your impact model right, and creating a strong culture to magnetise your brand, to naturally pull the right clients to you. You can discover how electro-magnetic your brand currently is by measuring it with the quick free tool Luke refers to.  You will also learn the pathway to thriving occurs when doing good as a business is at the core of your organisation. In January 2017 The Sponge obtained the highly respected certification by B Corp, an organisation whose philosophy is that business can and should be a force for good. This also led Luke to co-create a purpose-led community where founders, entrepreneurs, and leaders can have a meaningful connection and experience the power of collaboration. Luke shares the beautiful story of the GoodNorth (https://www.goodnorth.co) community. Tune in now to this podcast with Luke if you need inspiration to connect your brand to a noble purpose so that you too can thrive on purpose.