What do Patagonia, Ben & Jerry’s, Bombas, Warby Parker, and KIND have in common?

What do Patagonia, Ben & Jerry’s, Bombas, Warby Parker, and KIND have in common?

Have you ever paused to consider why we choose certain brands over others? Or, what exactly you love about your favorite brands versus those you don’t remember?

We don’t often stop to think about why we love S'well vs. Stanley 1913 vs. Hydro Flask . But for most of us, the choice comes down to brand loyalty. We choose brands that align with our values - whether it’s pricing, social impact, transparency, or other factors.

In my book Branding That Means Business, my coauthor Matt Johnson, PhD and I explore the neuroscience of successful brand strategy—in other words, the science and psychology that determine when, where, why, and how certain brands succeed in consumers' eyes.

And the best brands - the ones we wouldn’t stray from even if it means a higher price tag - are almost always the ones who’ve successfully operationalized their values into a purposeful, consistent, people strategy.

Let’s take a look at some of my favorite brands that are doing all the right things when it comes to operationalizing their values through purposeful brand strategy.

Patagonia: “We’re in business to save our home planet.”

Through strategic digital campaigns and authentic storytelling, Patagonia fosters meaningful connections with its audience, transcending transactional relationships.

Patagonia seamlessly blends its commitment to sustainability with purpose-driven marketing. Every facet of its operations reflects its mission to protect our planet.

Ben & Jerry’s: “Peace, Love, and Ice Cream.”

A deeply ingrained purpose in business operations cultivates a strong, loyal customer base.

Take Ben & Jerry's , well known for its social activism. The company leverages its platform to champion a variety of social issues, connecting with consumers on a deeper level.

For some brands, this is way too controversial, but for Ben & Jerry’s, it’s a powerful differentiator - and their customers love them for it.

Bombas: “Make A Purchase, Make A Difference.”

Bombas , with its “buy one, give one” model, directly addresses homelessness through its product sales.

Warby Parker: “…to inspire and impact the world with vision, purpose, and style.”

Likewise, Warby Parker has redefined direct consumer engagement by prioritizing their brand’s purpose over conventional retail strategies.

Their internal commitment to providing affordable, stylish eyewear is complemented by its extensive donation programs.

This particular campaign stood out to me ahead of next week's solar eclipse. Warby Parker leaned into its brand purpose of eye safety and vision health by staying on top of world events and trends.

These brands exemplify how commitment to a purpose transcends traditional marketing, creating direct, meaningful connections with consumers.

KIND: “Do the kind thing for your body, your taste buds & your world.”

KIND ’s approach to branding—with its mission to spread kindness—illustrates the power of a clear, operationalized purpose.

By focusing on kindness towards oneself, others, and the planet, KIND is more than just a snack food retailer. They’re on a mission to create a health and wellness platform and consistently offer value through information and services.

KIND is also a great example of leadership getting in on the strategy.

KIND’s founder, Daniel Lubetsky, frequently communicates thoughtful commentary demonstrating his genuine connection to the business and its purpose.

This strategy of building a brand platform enables KIND to forge deeper connections with its customers, elevating the brand experience and loyalty.

So, how can you make this happen for your organization?

We explore many more examples, case studies, and tactical advice for businesses in Branding That Means Business, but here are three things companies can do to authentically operationalize brand purpose:

  1. Embed Purpose into Every Area of Business: Beyond proclamations, companies must ensure their values are reflected in every operational decision—from product development to marketing strategies to team management. This alignment fosters trust and authenticity, reflecting the brand's core values in every customer AND employee interaction.
  2. Set An Example From The Top Down: Leaders within the organization must personify the brand’s purpose and set a standard for the entire workforce. This leadership commitment reinforces the importance of the brand’s values, which are embedded into the corporate culture.
  3. Commit to Continuous Dialogue: Allowing space for open communication and feedback within the company ensures that the brand remains responsive and aligned with its purpose. Platforms can offer brands the opportunity to shape their narratives and connect with their audiences in a way that aligns with their core values.

Final Thoughts

Truly innovative brands win with a strong brand purpose.

By authentically connecting with customers' identities and sentiments, brands can ensure they remain relevant and cherished in the hearts of consumers.

If you’re like me, it’s uplifting to see a brand you love stand by its commitment, mission, or core values. This cements our loyalty as consumers and sets the bar high for other brands to do the same.

If you’re a leader and decision-maker in your organization, I encourage you to consider where and how your brand values are operationalized. Are there areas in which you could strengthen the organization’s commitment to social impact causes, customer feedback, or employee engagement?

And, just as importantly, are you yourself committed to and aligned with the company values?

Based on what I’ve shared today, what brands do you follow or engage with who are operationalizing their brand values in a memorable way?

Let me know in the comments 💬

Ryan Gellert

Chief Executive Officer at Patagonia

9mo

Insightful piece. Thank you for including us.

Kenneth Ednalino, MBA

Supply Chain Expertise | Business Analytics | Sales & Operations | Proven Success with Planning, Procurement, Negotiating, Leveraging Business Relationships and Persuasive Communicating

9mo

Spot on! Very insightful Prof. Tessa! I miss your marketing classes back at Hult. I would like to share your article with my bosses as well. Eran Mizrahi Aalap Patel

Rebecca Osborne, MBA, ACC

Leadership Development | Executive Coaching | Talent Development

9mo

Tessa G. Misiaszek, PhD you are so right! Think of the growth possibilities if a majority of companies algned with purpose-driven business strategy and branding! You’ve hit quite a few brands to whom I am a devoted consumer (Warby Parker, Bombas, Ben & Jerry’s!) Thankyou for sharing insights from your book 👏🏻👏🏻👏🏻

Matt Johnson, PhD

Applying Neuroscience to Marketing and Branding | Consumer Behavior & Neuromarketing | Author, TEDx & International Keynote Speaker | Professor of Consumer Psychology, Hult International Business School l Thinkers50 2023

9mo

Beautiful piece, Tessa G. Misiaszek, PhD! Thank you for tagging me and including our book :)

Daniel Lubetzky

Founder KIND Snacks I Builders Movement I Camino Partners I Shark on Shark Tank I

9mo

Thank you for including KIND and myself. What a thought provoking read.

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