How to communicate your brand purpose through emotive storytelling

Jessica Sims

Creative Strategist

Posted on February 24, 2017

The launch of social caused a major disruption in how consumers communicate with brands and vice versa. Now, communication is less a one-way stream from brand to consumer, and is instead much more reciprocal and interactive. Social has empowered consumers to start engaging with brands on their own terms.

A key consideration of any campaign aimed at engaging customers is how to define and convey brand purpose. A brand’s purpose reflects what a brand believes in and outlines how it can make a difference in the lives of the people it’s trying to serve.

Dove’s ‘beautiful’ campaign is a compelling example of how to convey your brand purpose and engage customers through emotive storytelling. ‘Dove has a vision of the world where beauty is a source of confidence, and not anxiety.’

This approach shouldn’t stop at retail or B2C communication, as all companies can benefit from the skill of storying; bringing the brand purpose to life.


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