How To Become A “Believable Brand”

By Pat McGuinness

Believable Brands™ are the output of organizations that know why they exist — they’re about purpose as much as product. They leverage marketing communications as an extension of their purpose. Believable Brands don’t just say, they do. They don’t just promise, they produce. They don’t just list their values, they live them. Being a Believable Brand in 2018 isn’t just a nice thing to do — it’s essentially a requirement if you want to drive growth and create brand loyalty.

Kantar Consulting’s new Purpose 2020 report, “brands with a high sense of purpose have experienced a brand valuation increase of 175% over the past 12 years, compared to the median growth rate of 86% and the 70% growth rate for brands with a low sense of purpose.”

Edelman’s 2015 Brandshare Report from the Harvard Business Review, “87% of consumers say they want a “meaningful relationship” with brands. 23% of consumers feel like they have one.”