Building a Brand with Values: Lessons from Companies that Lead with Integrity
Cutting through the noise.
In today's highly competitive business landscape, a brand’s values and ethos are more important than ever to cut through the noise. More and more consumers prioritise ethical considerations in their purchasing decisions, and they vote with their cold, hard cash. Building a brand with values has become imperative for businesses seeking long-term success. In this blog post, I’m going to show you some of my top-brands and the lessons they provide, and how they have successfully built their brands on integrity, authenticity, and purpose.
1. Patagonia: Environmental Stewardship as a Core Value
Patagonia, the outdoor apparel company, is widely celebrated for its commitment to environmental sustainability and corporate responsibility. From using recycled materials in its products to advocating for environmental conservation, Patagonia has integrated its values into every aspect of its business operations. By aligning its brand with a higher purpose—protecting the planet—Patagonia has not only built a loyal customer base but has also inspired other businesses to prioritise sustainability in their practices. Patagonia acting on their values and living up to their commitment didn’t happen overnight. It took years of acknowledging their flaws, solving problems, and finding ways to bring along everyone on the journey. Read this amazing interview with Vincent Stanley, Patagonia’s company philosopher and former director of marketing.
2. Ben & Jerry's: Social Justice and Activism
Source: Bloomberg Business.
Ben & Jerry's, the iconic ice cream brand, has long been a champion of social justice and activism. From supporting LGBTQ+ rights to advocating for racial justice, Ben & Jerry's has consistently used its platform to address social issues and drive positive change. By taking a stand on controversial issues and staying true to its values, Ben & Jerry's has cultivated a passionate community of customers who share its commitment to making a difference in the world. Ben & Jerry’s has been one of my top brands for as long as I can remember, not just because of their delicious ice-cream but also their activism through the way they know best.
Another one of my most purchased brands is Tony’s Chocolonely. Tony’s is a beacon of hope within the chocolate industry. An industry where indulgence comes at the cost of ethics. Usually. Founder Teun van de Keuken set out to make systematic change and make Tony’s 100% slave-free chocolate. Unlike traditional chocolate companies that turn a blind eye to the exploitation rampant within cocoa supply chains, Tony's Chocolonely confronts these injustices head-on. By sourcing cocoa beans directly from farmers in Ghana and the Ivory Coast, Tony's Chocolonely ensures fair wages, decent working conditions, and zero tolerance for child labour. Tony's Chocolonely is more than just a chocolate company—it's a movement. With its vibrant packaging and unapologetically bold branding, Tony's Chocolonely invites consumers to join the fight against slavery in the cocoa industry. Every bar purchased is not just a delicious treat; it's a tangible contribution to a cause greater than oneself. Even when faced with controversy - this is how they responded.
4. TOMS: One-for-One Giving Model
Source: UBC
TOMS, known for its stylish shoes and accessories, pioneered the one-for-one giving model, whereby for every product purchased, the company donates a pair of shoes or eyewear to a person in need. This values-led approach to business has not only helped TOMS differentiate itself in the crowded marketplace but has also empowered consumers to feel good about their purchases knowing they are contributing to a worthy cause. By integrating philanthropy into its business model, TOMS has built a brand that resonates with socially conscious consumers worldwide.
5. DASH Water
Making a difference to the soft-drinks industry is Dash. They are revolutionising the industry with their commitment to sustainability and natural ingredients. As a brand, Dash Water provides consumers with soft-drinks that are both delicious and environmentally friendly, made with just two ingredients—British spring water and wonky fruits and vegetables that would otherwise go to waste. For me, this is a guilt-free alternative to sugary sodas and artificially flavoured drinks. By rescuing surplus produce and repurposing it into tasty beverages, Dash Water not only reduces food waste but also promotes a circular economy. For those who know me will know that I’m not the biggest fan of UPFs and sugar-laden drinks, and since a young age I’ve wanted a company like Dash to come along.
These values-led companies serve as powerful examples of how businesses can build brands with integrity, purpose, and authenticity. And it pays off. By staying true to their values, prioritising social and environmental responsibility, and engaging with their communities in meaningful ways, these companies have not only achieved financial success but have also made a positive impact on the world around them. As businesses navigate the complexities of today's marketplace, they would do well to heed the lessons of these trailblazing companies and prioritise values-led branding as a key driver of long-term success.
