How to Craft Your Purpose-Driven Brand Story
There are a lot of businesses doing some serious good in the world. We’ve worked with many of them! During this time of change, we’re witnessing the acceleration in which organisations are choosing to do ‘the right thing’ and become more socially aware and responsible. And given the momentum of this movement, opting out of purpose or sustainability is really no longer a viable option.
Post Covid-19, it’s not just the Greta’s who are choosing purpose over product. Hyperlocalism during lockdown has allowed many of us to return to a simpler lifestyle, living in greater harmony with nature. Subsequently, many of us now look for solutions on how we can manage our own impact on the planet whilst seeking guidance from organisations who are doing this well.
Brands with an authentic, well-communicated purpose will continue to consistently outperform others as this consumer trend evolves. Taking a stand isn’t just about doing what’s right; it’s increasingly become what’s best for business, too. Millennials and Gen Z-ers say the desire to create social change is their top career choice. Nowadays, for this generation, working for a socially conscious company is more important than the annual bonus, meaning businesses must play a much bigger role in environmental and social change.
If your story is social impact, you must tell the story that resides within your company rather than thinking of it as a campaign idea. Your product, service and people are all part of the story, and there’s always a story to tell - it’s our job to derive this.
A great story provides context, meaning and credence to a strategy. Begin by thinking about your ‘why’ as this often makes up the premise for the story that needs to be told. We’ll help with this process in order to ensure it’s sincere, real, clear and relatable. Allow your story to provide food for thought and a basis of reflection which ultimately provides a better understanding of why things need to be done differently. And that’s the first (and most important) step to change.
In an age where consumers are looking to brands to be a voice for good in the world and are choosing to invest their time and money in organisations that exist for a greater purpose than shareholder returns. We believe that it’s our responsibility as a studio to help purpose-driven brands build commercial value with a social impact through stories that are hard to ignore and impossible to forget.
If you’re a social impact brand that needs help shaping your story then get in touch for a no-obligation discovery call.
