Everyday we’re inundated with news – and swamped with even more opinions. And the pressure is on for us to have something to say too. About e.v.e.r.y.t.h.i.n.g. 

The reality is the strongest and most trustworthy brands are the ones that speak carefully about very specific, relevant issues – rather than operating reactively to everything going on around them. 

We trust Patagonia when it talks about environmental issues, for example, because the brand had established from the get go that ‘the climate crisis is [its] business’. Or when Bloom & Wild gave email subscribers the opportunity to opt out of mother’s day marketing, customers didn’t think of the gesture as virtue signalling – because ‘caring wildly’ was already rooted deeply in the brand. For brands like Patagonia or Bloom & Wild, having a stance on these issues was never about jumping on trends or saying something for the sake of being good. Their points of view started with their strategy.  They began by getting clear on who they were, understood the position and authority they had in their customers’ minds and leaned into where they could make the most meaningful impact.

It’s no easy feat to figure that all out.
 

In collaboration with our friends at Courier Magazine, we’ve put together a series of workshops launching next month. Strategy School with Sonder & Tell kicks off on 7 September with How to Communicate Your Brand’s Impact, a discussion panel with industry experts (including Sinéad Molloy, Sharlene Gandhi, Ettie Bailey-King) on how to express your point of view and impact on people and planet. Hosted by our Community Manager Kasturi. Save your spot to learn how you can get it right.