After decades of brand strategy, marketing and storytelling for large and small companies, products, services, and people across the country, I have discovered the one critical ingredient that changes everything.  I call it Brand Ethos.  Ethos is that missing element of true authenticity -- that connection to who we are and what we really stand for, why we matter, and why our voice should be heard.  Brand Ethos represents an opportunity to be part of something good, something bigger than ourselves, something more than just what we do or what we buy.

Powerful brand storytelling makes sure there’s a strong connection between what we believe in and what we do best.  We define what we stand for in order to stand out.   The more authentic we appear, the more trusted we are.  The more trusted we are, the more people want to become part of our story. When brands discover the secret of connecting with people through authenticity, consistency and differentiation that makes a difference in the world, they create a passionate community who not only feels safe in associating with them, but can’t wait to bring others into the trusted fold.

When Brand Ethos permeates a culture, purpose drives products, and mission drives profits. People will believe in what a company stands for, and trust that their products and services will represent and connect them with that greater purpose. Good brands don’t sell stuff – they sell an opportunity to do something good.

Purpose-driven brand culture doesn’t happen overnight – it is authentic, strategic, and intentional. It involves a process of thought-provoking questions and insights, insanely clear strategy, emotional storytelling, passionate and open conversations, collaborative partnerships, and dynamic experiential engagement to build a brand story.  It starts inside, permeates and excites every employee, and then it is amplified out through every potential touch point, voice, platform, and stakeholder. The result is an unmatched internal culture where people are passionate about their work, and a community of die-hard brand advocates – even evangelists – who unquestionably believe in a greater mission and want to be a part of the story.

Carla Denham
Chief Strategist and Visionary