Beyond the Product – How to Use Brand Storytelling
In today’s market, consumers are demanding more from brands—they don’t just want quality products, they want to connect with companies that align with their values. According to a 2023 Accenture report, 79% of consumers prefer to purchase from brands that reflect their beliefs, and this number has only increased as people rethink their priorities post-pandemic (Harris Interactive)(Accenture | Let there be change). The acceleration of this trend means brands can no longer solely focus on what they sell. Consumers expect brands to stand for something bigger and to take an active role in societal issues, whether it’s environmental sustainability, ethical practices, or social justice.
Brand storytelling plays a crucial role in conveying this purpose. The modern consumer wants to know not just what you sell, but why you sell it. Your brand’s purpose—the change you want to make in the world—should be the heartbeat of your storytelling. So how can brands effectively highlight their purpose through storytelling?
79% of consumers prefer to purchase from brands that reflect their beliefs.
1. Clearly Define and Articulate Your Purpose
Before you can tell your brand’s story, you need to clearly define its purpose. According to Edelman’s 2022 Trust Barometer, 58% of consumers will buy or advocate for brands based on their beliefs . Consumers increasingly want to know why your brand exists. What change do you want to bring about? What do you stand for? Defining your purpose is the first step toward building a narrative that stands out and resonates with your target audience.
Patagonia, a prime example, has built a brand story around environmental activism. Their "Don’t Buy This Jacket" campaign encouraged consumers to rethink their purchases in light of sustainability concerns, aligning their story with their values.
2. Weave Purpose into Your Brand Narrative
Once your purpose is clearly defined, the next step is weaving it into your brand narrative. The key is authenticity—consumers are highly attuned to performative or superficial statements. By sharing genuine stories of how your brand lives out its mission, you create deeper connections with your audience. Whether it’s through ethical sourcing, community involvement, or your company’s sustainability efforts, use real examples.
According to a Business Wire report, consumers today are incredibly discerning: 86% expect companies to act on social issues, and 75% say they’d boycott a brand if it behaved contrary to its values (Accenture | Let there be change). This highlights the importance of ensuring your brand narrative is not just lip service but backed by real, impactful actions.
86% expect companies to act on social issues.
In Scotland, The GlenWyvis Distillery in the Highlands takes a similar approach by promoting their use of renewable energy and community ownership. Their story focuses on local values, sustainability, and the revival of whisky production in the Highlands, all of which resonate with conscious consumers. By consistently sharing these values across their marketing and product development, GlenWyvis turns their brand into a powerful narrative of community-driven success.
3. Make Purpose Tangible and Actionable
Purpose-driven storytelling isn’t just about words—it’s about action. Brands need to walk the walk by taking tangible steps to fulfill their promises. According to a Harvard Business Review study, 65% of global consumers are drawn to brands that advocate for sustainability. By being transparent about the specific actions your brand is taking, you can build trust and credibility. Whether it’s reducing your carbon footprint, using ethical labor practices, or donating to community causes, share these actions as part of your brand’s ongoing story.
65% of global consumers are drawn to brands that advocate for sustainability.
Take Unilever, for example, which has committed to having all its products’ packaging be fully recyclable, compostable, or reusable by 2025. By highlighting these efforts consistently, Unilever turns its sustainability commitments into a compelling brand narrative that goes beyond its product lines.
Mackie’s of Scotland has earned a reputation for its eco-conscious initiatives. The ice cream and confectionery brand runs almost entirely on renewable energy from its wind turbines, solar panels, and biomass fuel. By regularly communicating these efforts through their brand storytelling, Mackie’s not only sells products but also reinforces their commitment to sustainability.
4. Maintain Consistency Across All Touchpoints
A strong brand story is not only about what you say, but how and where you say it. Consumers expect consistency. According to the Business Wire, 84% of consumers expect brands to be transparent and consistent with their messaging across all touchpoints, from marketing materials to customer service (Accenture | Let there be change). Inconsistent messaging can damage credibility and erode the trust you’ve worked to build. Ensure that your purpose is woven through every aspect of your brand, from social media posts to customer experiences.
84% of consumers expect brands to be transparent and consistent with their messaging across all touchpoints, from marketing materials to customer service.
Scottish fashion brand Kestin, for example, upholds its commitment to sustainable fashion by consistently sourcing materials locally and focusing on high-quality craftsmanship. This ethos is consistently reflected in its communication across social media, e-commerce platforms, and in-store experiences.
5. Inspire and Connect with Consumers
When your brand story revolves around a bigger purpose, it naturally inspires and connects with consumers. A 2022 Edelman study found that 71% of consumers say they are more likely to buy from a brand that shares their values. When your story resonates on an emotional level, it creates loyalty that goes beyond transactions. Consumers become advocates, spreading your message and amplifying your purpose.
The success of Ben & Jerry’s illustrates the power of purpose-driven storytelling. Their commitment to social justice has become integral to their brand identity, from climate activism to LGBTQ+ rights advocacy. This alignment between purpose and actions has made their brand a magnet for socially-conscious consumers.
Closer to home, Belhaven Brewery, one of Scotland’s oldest breweries, has built a connection with its audience by supporting local farming and sustainability initiatives. Their long-standing relationship with the Scottish landscape is a key part of their brand story, which has helped them maintain consumer trust and loyalty.
In today’s purpose-driven market, consumers are not just buying products—they’re buying into your brand’s values. Effective brand storytelling that goes beyond products and highlights a clear, actionable purpose can help you create meaningful connections with your audience. By defining your purpose, integrating it into your narrative, taking tangible action, and maintaining consistency, you can build a brand that truly resonates with consumers and stands out in a crowded marketplace.
Looking to start?
We’ve written a brand storytelling guide that will start you on your journey.
It includes 3 modules breaking down storytelling foundation, and we’ve analysed the techniques from some of the biggest consumer brands in the world.
You can download our Ultimate Guide to Brand Storytelling here 👉 https://virtue-studios.ck.page/bc6937f51b
Sources:
Accenture Report on Consumer Values (Harris Interactive)
Business Wire on Brand Accountability (Accenture | Let there be change)
Edelman Trust Barometer 2022
Harvard Business Review on Consumer Sustainability Trends
Patagonia Environmental Activism Campaign
Unilever Sustainable Packaging Commitments
Ben & Jerry’s Social Justice Campaigns
