TL;DR

I spent years building a business before I was clear and paid for it in friction and fatigue. This post is about what it costs when tactics drive strategy, why brand must come first, and how using it as a filter changes how — and what — you build.

If you’ve ever built something that looked right but felt wrong, this is for you.

FADE IN

INT. APARTMENT—DAY

A woman sits at a desk in her apartment, staring at an open laptop. The room is lived-in and warm—think Carrie Bradshaw’s West Village brownston ala Sex in the City. A coffee mug sits forgotten to her left.

FIRST PERSON VOICEOVER:

I’m going to share a dirty little secret with you. It took me over five years to produce a complete brand strategy for my business. Not because I don’t know how. I literally help other people do this. Not because I didn’t have time. But because every time I sat down to write it, I’d freeze. The words wouldn’t come. I’d write a few lines, step away, come back, hate everything, and move on to something else.

For a long time, I told myself it was fine. I was busy. The work was good. Clients were happy. I’d get to it eventually.

But here’s what was actually happening: I was trying to wrap a brand around decisions I’d already made. I was stuck because those decisions weren’t connecting on a strategic level. I’d turned the exercise into a way to justify my choices.

Uh-oh.

I was sitting squarely in ‘Do As I Say, Not As I Do Territory’.

I’d turned my own brand strategy into a pat-on-the-back exercise, and, quelle surprise, it wasn’t helping me move forward.

Close-up on the woman’s face as realization dawns. Camera pulls back as she closes the laptop and stands.

FADE OUT

Now, let me take a step back and tell you what I’m talking about.

What is brand strategy, anyway?

Brand strategy isn’t your logo. It isn’t your color palette. It isn’t even the aesthetic layer you apply once the “real work” is done.

It’s the set of decisions that shape everything that follows — your positioning, your messaging, the promises you make (and refuse to make). It’s the lens through which you evaluate ideas before you build them.

Here’s what that looked like IRL:

A few years ago, I became convinced I needed to launch a course. I was obsessed with the model—scalable, repeatable, one-to-many. I did a deep dive on how to build a successful course. I built what I genuinely thought was a great program, designed a beautiful landing page, and presented it to the world.

Crickets.

So I pivoted. Ran a small in-person test with ten people. And that’s when it hit me: what makes my work different—what makes it really good—is the high-touch, one-on-one process I go through with my clients to build their brand strategies. And trying to package that into a one-to-many model doesn’t work. It’s not what I do.

But I didn’t realize that until after I’d built the whole thing. Uh-oh (again).

The good news: the version of my brand that I have today—the one that actually works—is 100% brand-strategy-first.

I know exactly what the business is, who it’s for, what I stand for — and just as importantly, what I don’t. And when a new idea shows up—which they always do—I don’t build it first and figure out the brand fit later.

I run it through the filter:

• Does this align with the business I’m building?

• Does it serve the people I want to serve?

• Does it reflect the work I actually want to be doing three years from now?

If the answer is yes, great. Put it on the road map. If the answer is no—even if it’s a really good idea—let it go (at least for now).

The end result: my days are more focused and my brand, well, it feels like me.

​​If you’ve been reading Marketing Jam for a while, you know I like to drop what I call Purpose Plays into my posts — little moments for you to step outside of the story and think about your own life and work. If you’re new, consider this your introduction.

Purpose Play

Think about the last thing you built or launched in your business.

• How did it feel while you were building it?

• Was there momentum — or resistance?

• Did decisions stack — or did you find yourself constantly recalibrating?

Now turn your attention to what you’re considering next.

• Why do you want to build it?

• How does it connect to the broader direction of your business?

• If nothing changed financially, would you still want to be doing this three years from now?

As you answer, notice how you feel about the question. The feeling is often the tell.

So, what’s the big deal?

The cost of building first and justifying later is real — and it’s exhausting. Nothing stacks. Every pivot resets the clock. And over time, that friction compounds.

Here’s my point: brand clarity comes before you build, not after. When you do it in that order, everything shifts. You’re not second-guessing fit. You’re not rewriting the same message five ways. You’re not pivoting every six months. You know what belongs—and what doesn’t.

That’s what ‘brand isn’t a wrapper, it’s a filter’ actually means.

So, stop wrapping your brand around your ideas. Start filtering your ideas through your brand. Build the strategy. Then build the thing.

It’ll feel like you. You can’t do better than that.

About the Work

I’m Amy Zwagerman—brand strategist, fractional CMO, and founder of The Launch Box. I work with founders and marketing leaders to translate durable marketing principles into strategies and systems that fit their specific context, stage, and goals.

Marketing Jam sits alongside my client work as a place to explore ideas more openly. If the thinking here resonates and you’re curious about working together, you can learn more about my services or get in touch here.

AI-supported, human-led. All ideas and insights are my own. Curious how I use AI and where I draw the line? See my AI Disclosure Policy →

Integrity Pledge 🙋🏻‍♀️: The books, newsletters, shows, podcasts, and client work shared here are 100% reflective of my world. I will always disclose if and when I have a relationship with a brand I mention in a post or am sharing an affiliate link.

🙋🏻‍♀️ Hi! I’m Amy Zwagerman—Fractional CMO, brand strategist, and founder of The Launch Box. I help founders and creative experts build brands that feel like them—and actually work.

→ If your brand feels scattered, stuck, or off-center, and you’re ready to step off the merry-go-round of “best practices” and get back to the work that truly feels like you, let’s talk. You can book a free discovery call or explore my services here.

TL;DR

We all do it—listen to the loudest voice in the room and ignore the quiet one inside. We follow best practices, chase the right way, and wonder why it suddenly feels harder to breathe.

This is your reminder that clarity lives where purpose leads.
You don’t need a new strategy. You just need to come home to your own.

The Fork in the Road

At some point, every founder hits that familiar crossroad.

One path says trust yourself.
The other says trust the expert.
And sometimes, both look equally right.

I recently watched two founders — both seasoned experts, both deeply mission-driven — hit that moment as they decided to enter the podcast arena. Each had something real to say, something their audience needed to hear. And they both hired the same podcast consultant to help them “do it right.”

They got the same advice, set out with the same good intentions, and—surprise—ended up in two very different places.

When Purpose Gets Outsourced

At the start, both leaders felt clear and confident. They knew their message. They had purpose running through every word. But as the expert’s feedback came in — what to say, how to say it, which topics to drop or double down on — one of them started to second-guess.

Not because the advice was wrong. But because it was louder than their own.

They began to shape their episodes around what they thought they should do, instead of what they wanted to do. It was subtle at first — a tone change here, a format tweak there — but over time, their podcast stopped feeling like an extension of them and started feeling like something they were performing. And what was once a source of inspiration and joy became a source of frustration and stress.

I recognized it instantly.

Because I’ve done it too.

In fact, I did it just… last… month. 🤦🏻‍♀️

When “Doing Good Work” Becomes Losing Your Way

Here’s the part I don’t love admitting: I’ve fallen into this trap myself — not with a podcast, but with client work.

It always starts innocently enough. A deadline, a request, a genuine desire to deliver. A client says, “We really need this by Tuesday,” or “Can we focus on X instead of Y?” and I think, Sure, I can make that work.

Next thing I know, the work is steering me instead of the other way around. My creative north star—the one that helps brands reconnect with their purpose—gets dimmed by project plans, timelines, and good intentions. And that’s when I feel it: that quiet disconnect, that creeping sense of something’s missing.

It’s never about the client — their needs are valid. It’s about how easily we can lose our own alignment when we’re not proactively steering the ship.

And that’s exactly what I saw playing out with these two podcasters.

One integrated the expert’s advice, but stayed rooted in their own voice — their podcast evolved, but it still felt like them. The other tried so hard to get it “right” that their voice got quieter. Not lost — just buried under noise, so it took them a moment to find it again.

I don’t want to get all metaphysical on you (spoiler alert: I’m going to anyway), but I want to share something I picked up from a talk by Gabby Bernstein.

The gist? We all lose sight of our north star sometimes. It’s part of being human.

Gabby’s message—and the one that feels especially relevant here—is that the goal isn’t to avoid getting off track. It’s to focus on our comeback rate: how quickly we realign once we’ve drifted, instead of wasting energy on the coulda, shoulda, woulda talk that keeps us stuck facing the wrong direction.

The Real Lesson

Getting back to this story, the takeaway isn’t don’t take advice. It’s don’t abandon your inner compass while you do.

We all need sounding boards, frameworks, and outside perspective. But, if the process starts to feel like contortion instead of expansion, I want you to know that’s your signal to pause. You’re not wrong to ask questions. You’re not wrong to think differently. And you’re certainly not wrong to listen to your instincts and say no.

Because the right strategy doesn’t erase your voice — it amplifies it. And your purpose doesn’t need protection from experts. It just needs to stay in charge.

For those who are new here, I like to build what I call a Purpose Play into my signature posts. It’s a quick pause—a chance to step back from the strategy talk, check in with your gut, and see where your inner voice wants to lead next.

Purpose Play

Think about one place in your business where you’ve bent too far in the name of “doing it right.” Maybe it’s a client project, a business plan, or a piece of advice you’ve followed even though it didn’t sit quite right.

Ask yourself:

• “Where did my voice go quiet here?”

• “When did this stop feeling exciting and start feeling heavy?”

• “What would it look like to give my purpose the mic again?”

Now, take one small step that realigns you — no drama, no guilt, just truth.

The Wrap Up

The good news: I’ve learned that purpose doesn’t disappear — it just waits patiently for you to remember it.

And when you do? Everything starts clicking again. The ideas feel sharper. The energy comes back. The brand feels like home again.

Because you can hire experts, chase best practices, and deliver until you drop — but if your purpose isn’t steering the ship, you’ll always end up off-course.

So maybe the real strategy isn’t about finding your voice. It’s about returning to it — over and over again.

Yep, I just doubled down on the comeback rate spiel. What can I say? It’s a concept that shapes how I show up—for my work, my clients, and myself.

So let’s keep this conversation going. When have you followed “expert advice” that ended up dulling your own instincts? What helped you find your way back to your voice—and your purpose? Share your story in the comments or send me a DM—I read every one.

Because the truth is, I don’t just teach this stuff; I live it. Every time I help a founder reconnect to their purpose, I find myself doing the same.

Your purpose isn’t just part of the strategy. It is the strategy.

If your brand has started to sound more like a carbon copy of best practices than you, let’s change that. Book a free discovery call or explore my services here.

AI-supported, human-led. All ideas and insights are my own. Curious how I use AI and where I draw the line? See my AI Disclosure Policy →

Integrity Pledge 🙋🏻‍♀️: The books, newsletters, shows, podcasts, and client work shared here are 100% reflective of my world. I will always disclose if and when I have a relationship with a brand I mention in a post or am sharing an affiliate link.

🙋🏻‍♀️ Hi, I’m Amy Zwagerman. Founder of The Launch Box, marketing mentor, educator, and Fractional CMO with 25+ years of experience helping entrepreneurs find their marketing zwagger (and clarity).

If you’ve noticed I’ve been a little MIA on Substack lately, here’s why: what started as a “quick post” about branding on Substack turned into a full-blown strategy framework (slash course, slash “how did branding get so complicated?” project). In other words, I managed to prove my own point about just how layered this work really is.

The good news? I’m finally ready to share what I’ve been building and this newsletter is your very first look.

TL:DR

I took an impromptu break from publishing the past couple of weeks to figure out why some Substack newsletters stand out and others fade into the background. Spoiler: it’s not just about great writing or a clever name. It’s about building a cohesive brand that brings your voice, purpose, and presence together. In this post, I share my own journey from writer to publisher, the challenges of branding on Substack, and a practical framework to help you turn your newsletter into a brand readers remember.

The Real Challenge: Why Substack Branding Isn’t What You Think

When I first started my Substack, I thought branding would be the easy part. I mean, I’m a marketer—how hard could it be? (Cue the universe’s laughter.)

I’ve always understood the value of a newsletter. In fact, I’ve been trying to up my newsletter game for well over 5 years. To understand why it’s taken me so long, I need to take you back a few years, er decades, to when I was an undergraduate at the University of Arizona (is it basketball season yet?). And, while I can tell you lots of fun—and embarrassing—stories about that time, my point for the purpose of this tale, is that college was precisely when I decided creative writing was never going to be my forte and laid down my #2 pencil for good. (I also assign some credit for this decision to the faculty who graded my upper division writing proficiency exam, but, alas, I can’t really blame them for my writers block now can I.)

Sorry, I got lost in a memory. Let’s fast-forward back to today…

My foray back to writing started a few years ago and includes a ‘whole lotta’ listicles' that performed like reheated leftovers, even on Medium (#sorry—for real). Put another way, the ‘blog’ I started to promote my business wasn’t exactly doing me any favors, and it definitely wasn’t something I’d consider publishing on Substack—the place where ‘real’ writers live. Still, I was craving something more, and Substack seemed like the answer: a chance to build a newsletter with real personality, something more than the posts I had regularly been tossing into the void.

I still don’t know why I made this choice considering all of the baggage I just shared, but I decided to dive in with both feet (bi-weekly posts! A podcast! Maybe a parade?) thinking I would figure out how to write a regular newsletter on the fly (cue the universe’s even louder laughter). Year one? Four posts, two as yet to be published podcast episodes, and a lot of “I’ll get to it next week”. Year two? Thus far, I’ve managed seven posts in nine weeks and 2 rebrands… which I see as real progress (don’t burst my bubble).

If I’m being honest, I completely expected a few late nights, coffee-fueled bursts of scribbling, and a lot of second-guessing, but I had no idea (like never in a million years kind of idea) how far the platform would push me outside my comfort zone. Substack wasn’t just another publishing tool—it was an invitation for me to rethink my creative identity. For the first time in years, I found myself writing from the heart, experimenting with formats, and—OMG—sharing ideas that felt a little less buttoned-up and a lot more me.

Needless to say, getting started was the easy part. Finding my voice and building something that actually stuck? That, my friends, was (and still is) a whole different story. I don’t think I’ll ever quite be finished with the process.

→ Sound familiar? I promise you’re not alone—and you’re not stuck!

Here’s what I know: building a Substack that stands out isn’t just about the writing or the branding—it’s about bringing both together with a singular cohesive strategy (well that, plus writing a lot of notes and engaging with the community). That’s the chef’s kiss, and when you nail it, your publication moves from being a collection of posts to a place readers want to return to.

The Branding Dilemma on Substack

The reality is that Substack is built for publishing, not branding, and most writers don’t have a roadmap for building a newsletter (let alone a marketing degree in their back pocket). So, instead of making strategic decisions, they end up making a series of small, disconnected brand choices—often without even realizing it. That’s when things on the platform start to feel scattered, inconsistent, or forgettable, even when the writing itself is strong.

After experiencing the growing pains of branding—and rebranding—my own Substack (not once, but three times), I realized something important: creating a truly consistent brand here is a lot harder—and more essential—than it looks.

Fun fact: The Substack network now encompasses more than 50 million active subscriptions, including 5 million paid subscriptions, and some of the world’s most celebrated writers.¹ If that feels overwhelming, don’t worry—there’s more than enough room on the platform for the rest of us (that’s right, I consider myself a part of the community of writers on Substack now). Substack is nothing if not an incredibly welcoming place where writers and readers are finding each other every day.

And the key to attracting the right people? A clear brand strategy that aligns your voice, presence, and content—which, lucky for us, is my true bailiwick.

The Shift That Changed Everything (and What I Built Because of It)

I’ve built brands for everyone from Hollywood studios to startups, but rebranding my own Substack was a different beast. The challenge wasn’t vision-it was bandwidth. Each update meant tracking down settings in half a dozen places and double-checking that nothing slipped through the cracks. Even for a branding pro, keeping everything in sync on Substack is a project in and of itself.

→ 🙋🏻‍♀️ Raise your hand if you’ve ever hesitated to update your logo or description because of the ripple effect.

I’ve also noticed there is a lot of talk on the platform about followers. I mean, the FOMO is very real here, it’s just presented as ‘let me help you’ and ‘thank you for being a subscriber’ instead of ‘look at me’ like a lot of other platforms. From my perspective, this conversation loop has people looking exclusively at external solutions to the ‘how to grow my Substack’ problem. There’s a sense that branding (an internal solution) is optional, or perhaps even irrelevant (say it isn’t so people).

Don’t get me wrong, Substack is full of smart, creative people sharing audience growth and monetization strategies (seriously, if you are new here, be sure to check them out—you’ll easily be able to identify the good ones, but I’m happy to pass along my faves if you message me). But this post and the program I’m about to share with you? It’s about something a little deeper. It’s about the foundation (your brand) that powers everything else (subscriber growth, monetization, loyal communities) from the inside out.

What I want to make clear is that real, sustainable growth, on any platform, requires you to think about your brand—not just your communication style or engagement tactics, but the strategy you build to support it behind the scenes.

That’s why, after grumbling my way through yet another rebrand, I rolled up my metaphorical sleeves and started mapping out every single place branding shows up on Substack. At first, it was just a spreadsheet. Then (after chatting up some additional writers here about their needs) it grew to include templates, design guides, and strategy prompts. And, before I knew it, I’d built the system I wished I’d had from day one—something much bigger (and more useful) than even I had anticipated.

So, here’s what I’ve created:

The Substack Brand System is an all-new, 3-step framework designed to help you turn your Substack from ‘just another newsletter’ into a brand readers will get excited about. It’s built for real writers, not designers or marketers, and it’s flexible enough to meet you wherever you are on your journey.

→ Imagine your Substack becoming instantly recognizable—a place where your message, visuals, and values line up to attract the perfect audience.

What makes this program different?
This isn’t a generic branding course or a one-size-fits-all program. It’s a hands-on, Substack-specific system that gives you the prompts, tools, and support to build a brand that fits your unique voice and ambitions. You’ll have options at every step—whether you want to brainstorm with AI, journal your way through, design from scratch, use a template, or even bring in outside help. You’re in control of the process, the pace, and the outcome.

What’s Inside the Program?

• Step-by-step guidance for building a powerful, distinct brand that is 100% you

• Creative prompts and templates to save you time and spark new ideas

• A private community for support, feedback, and accountability

• Live kickoff call and ongoing access to me for questions and feedback*

• The chance to help shape the program as a founding member*

Why does this matter?
Because when you have a clear brand strategy, everything gets easier:

• Your writing flows with more confidence

• Your visuals and messaging finally feel like they “click”

• Your audience grows-and sticks around

• Your Substack becomes a destination, not just another stop in the inbox

→ The result? A Substack that doesn’t just look good, but feels like you—every newsletter, every note, every inbox moment.

That’s the shift that changed everything for me, and it’s what I’m excited to share with you. Huzzah! 🍾

Learn More

Here’s my pitch:

Want to be part of the first cohort? I’m looking for just 10 people to join me inside the inaugural group. You’ll get lifetime access, a founding member price of only $100 (the lowest price this will ever be), a private space to connect with the other writers going on this journey, and the opportunity to help shape the system for future creators. Plus, I’ll be kicking things off with a live call and you’ll get direct support from me along the way.

Curious? Message me directly to learn more or to claim your spot.

* Live kick off call, hands-on support, and feedback loops available for beta program participants only.

Final Note: This Isn’t About Perfection. It’s About Purpose

You don’t need a massive following or the perfect niche. You just need a clear voice, a consistent presence, and a plan.

→ Seats are first come, first serve, so don’t hesitate to reach out if you are interested. Learn More

If you’re ready to move from “just publishing” to building a brand that truly stands out, I’d love for you to join us.

AI-supported, human-led. All ideas and insights are my own. Curious how I use AI and where I draw the line? See my AI Disclosure Policy →

Integrity Pledge 🙋🏻‍♀️: The books, newsletters, shows, podcasts, and client work shared here are 100% reflective of my world. I will always disclose if and when I have a relationship with a brand I mention in a post or am sharing an affiliate link.

References: 1. Substack

Introduction

You know that feeling when something’s working… but not ‘working’ working? You’ve got sales, some momentum, even a few loyal customers—but it still feels like something’s missing. That’s where brand comes in. Real brand. The kind that connects, converts, and actually sticks.

Starting a business often begins with an idea—a product or service you’re passionate about and eager to share with the world. Many founders dive straight into creating and selling, skipping crucial steps like market research and audience validation. They assume that if they love their idea, others will too, and branding gets reduced to surface-level elements like picking a name, designing a logo, and building a website, while the deeper strategy of creating emotional connections and building long-term trust is overlooked.

But here’s the truth -> Building a brand is about more than selling: it’s about crafting an identity that resonates deeply with your audience and stands the test of time. How do you know if you’re ready to move beyond running a business to building a brand? Here are three signs that indicate it’s time to take that leap—and how aligning your purpose with strategy can set your business up for lasting success.

Sign 1: People Are Buying, But You’re Not Making Money

You’ve done the hard work of validating your idea. Customers are buying, and you’ve achieved product-market fit. But when you look at your financials, something isn’t adding up. Revenue is coming in, but profitability feels elusive. You’re asking yourself, “Why isn’t this working?” The excitement of early traction is overshadowed by mounting costs or the inability to scale effectively.

Product-market fit is a critical milestone—it means you’ve built something people want. But it’s not the finish line. As Marc Andreessen, who helped popularize the term, explains: “Product-market fit means being in a good market with a product that can satisfy that market.” ¹ While this gets you in the game, it doesn’t guarantee sustainable growth or profitability. To move forward, you need to go beyond solving functional problems and start building a brand that resonates emotionally with your audience and differentiates you in a crowded market.

This Is You If

• You’ve validated your product or service with real customers who are buying it.

• Your revenue is growing, but your profits aren’t keeping pace—or worse, you’re losing money despite sales.

• You feel stuck and unsure how to turn early traction into sustainable growth.

Why It Matters

Finding product-market fit means you’ve validated that your product or service solves a real problem for a specific audience. But building a brand requires more than just solving problems—it requires creating a connection with your audience that goes beyond transactions. This is where many founders get stuck: they focus on selling instead of scaling strategically.

Example: Superhuman didn’t stop at finding product-market fit—they used it as a springboard to refine their offering and create an experience that customers couldn’t live without. Founder Rahul Vohra explained their approach: “We constantly surveyed new users to track how our product/market fit score was changing. The percent of users who answered ‘very disappointed’ quickly became our most important number.” ² This relentless focus on customer feedback allowed them to build not just a product but a brand synonymous with excellence and efficiency.

Welcome to "Purpose Play"—your moment to pause, reflect, and realign. Because building a brand that lasts isn’t about doing more—it’s about doing what matters. These prompts are here to help you reconnect with the strategic soul of your business and make your next move with clarity and confidence.

Purpose Play: To move from product-market fit to building a brand, ask yourself:

• What am I really selling—and is it aligned with what my customers need, want, and value?

• Am I making decisions based on urgency—or on what I want to achieve long-term?

• What beliefs about money or growth might be holding me back from building and scaling a more sustainable brand?

Sign 2: You’re Growing, But You’re Not Connecting

Your business is growing. Sales are steady, and your audience is expanding. But something feels off—you’re not seeing the kind of buzz or advocacy that great brands inspire. Customers buy your product, but they don’t seem excited enough to talk about it. Reviews are sparse, referrals are rare, and social media mentions are quiet. You’re left wondering, “Why aren’t people talking about us?”

This is a common challenge for founders who focus on transactions over relationships. In today’s crowded marketplace, where products and services are increasingly commoditized, branding that connects is what sets thriving brands apart. According to Nielsen, 92% of consumers trust recommendations from friends and family over any other form of advertising.³ Without those organic conversations—word-of-mouth referrals, glowing reviews, and social buzz—growth can feel hollow and unsustainable.

This Is You If

• Customers buy your product or service but rarely leave reviews or share their experiences.

• Word-of-mouth referrals and organic social media mentions are inconsistent or nonexistent.

• Your Net Promoter Score (NPS) is low or unclear, and repeat purchases feel unpredictable.

Why It Matters

Building connections with your audience isn’t just about making them happy—it’s about turning them into advocates who champion your brand. Advocacy drives organic growth through word-of-mouth referrals, glowing reviews, and repeat purchases. Apple’s iconic “Think Different” campaign illustrates how branding that connects can transform a business into a movement. As Steve Jobs explained during its unveiling, “Apple at its core – its core value – is that we believe that people with passion can change the world for the better… And so what we’re going to do in our first brand marketing campaign in several years is to get back to that core value.” ⁴ This campaign wasn’t just about selling computers—it was about celebrating creativity, individuality, and innovation. By aligning its values with those of its audience, Apple created a brand that people didn’t just buy—they evangelized.

Purpose Play: To start building stronger connections with your audience and generating advocacy for your brand, ask yourself:

• What story are my customers telling themselves about my brand—if any?

• How does my brand make people feel after they interact with it?

• If I asked my best customer why they keep coming back, what would they say?

Sign 3: You’re Ready to Build Something That Lasts

Your business is thriving—sales are steady, operations are smooth, and your team is growing. But you’re asking yourself, “What’s next?” You’re ready to commit to building something bigger than just a business—something that stands the test of time. Whether you’re focused on creating lasting value for your customers or making an impact through purpose-driven initiatives, you know it’s time to think long-term.

This mindset is critical for founders who want their brand to endure beyond fleeting trends or short-term wins. As Richard Branson famously said: “Branding demands commitment; commitment to continuous re-invention; striking chords with people to stir their emotions; and commitment to imagination.” ⁵ Building something that lasts requires dedication not only to your business operations but also to your evolving relationship with your audience.

This Is You If

• You’re financially stable but want your brand to create lasting value for customers and employees.

• You’re ready to commit to strategies that prioritize long-term growth over short-term wins.

• You see an opportunity to align your brand with a greater mission or purpose.

Why It Matters

Building something that lasts transforms your business from a transactional entity into something people believe in and rally around. Purpose-driven brands like Warby Parker have shown how integrating social good into their business model can create lasting loyalty while driving growth. Co-founder Dave Gilboa explained: “We want Warby Parker to be one of the most impactful brands in the world a hundred years from now... We view our investment in our social mission as having an incredibly high ROI over a long time frame.” ⁶ Whether your focus is impact or longevity, committing to the long haul ensures your brand remains relevant and resilient.

Purpose Play: To build a brand that lasts, ask yourself:

• What do I want to be known for—not just now, but ten years from now?

• What’s one long-term bet I need to make that I’ve been avoiding?

• If my brand were a person, what values would it stand up for without apology?

Conclusion

Building a brand isn’t just about looking good—it’s about creating something meaningful, sustainable, and deeply connected to your audience. If you’ve identified a clear market opportunity, are ready to build emotional connections, and are committed to long-term growth, then congratulations—you’re ready to build a brand.

The next step? Take action. Assess where your business stands today against these signs. Start small but think big—because every great brand started as an idea fueled by purpose.

Your brand isn’t your logo. It’s the gut feeling people get when they experience your business. So, if you’re seeing these signs—it’s time to lean in, listen up, and build something that lasts.

Ready to take the leap from business owner to brand builder? Take my Brand Health Quiz to find out if your brand is built to last or grab my Brand Clarity Workbook to uncover your brand’s unique superpowers. Whether you’re starting fresh or sharpening existing strategies, these FREE RESOURCES will put you on the path to branding success.

I'd love to know—what's one sign you're seeing in your own business right now? Drop a comment or DM me—I read every one.

References:

1. Andreesen Horowitz (2017). 12 Things About Product-Market Fit

2. First Round Review (2018). How Superhuman Built an Engine to Find Product-Market Fit

3. Business News Daily (2024). Why Word of Mouth Trumps Traditional Advertising

4. Speakola (1997). Steve Jobs: Launch of Apple 'Think Dofferently' campaign

5. AZ Quotes. Richard Branson Quotes About Branding

6. Lead with We (2020). Episode 24: Dave Gilboa, Warby Parker.

Introduction

Imagine scrolling through your social media feed (or stolling down the streets of Shibuya in Tokyo, Japan), surrounded by countless posts–and ads–vying for your attention. Some brands stand out because they feel genuine and relatable, while others give you the “Ick”. What causes this sudden need to swipe, scroll, close, or ignore? The answer is authenticity, or, more accurately, a lack thereof. Like most people on this planet, you are having a visceral response to something in your physical environment that doesn’t feel quite right. So, trust me when I tell you that authenticity matters. Authenticity is the not-so-obvious thing that makes a message stick—it’s what makes it memorable and impactful, and it creates trust and loyalty.

Take Dove's 2004 "Real Beauty" campaign, for instance. By challenging traditional beauty standards and featuring real women, Dove sparked a global conversation about what beauty looks like and built a loyal community of customers who resonated with their message.

However, not all brands are as successful as Dove when it comes to being authentic. Many struggle to connect because they either lack a genuine voice or jump on a trend without truly connecting to their purpose. This disconnect between what a brand says and what it stands for is often called the "Authenticity Gap."

Authenticity Gap (n): A disparity between a brand's projected image and its actual actions or values, often resulting in customer distrust, negative word-of-mouth, and financial losses.

Interested in learning more? Yay! I’m going to spend the rest of this post building a case for authenticity–why it is crucial for branding success and how you can use it to build a brand that truly resonates with your audience.

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Understanding the Authenticity Gap

Authenticity in branding is about more than just projecting a certain image; it's about living up to that image in every interaction with your audience. Yes, I’m talking about consistency. When a brand's actions repeatedly align with its values and messaging, it builds trust and loyalty.

Let’s take a closer look at the Dove “Real Beauty” campaign:

Case Study: Dove's "Real Beauty" Campaign

As any marketer today will tell you, Dove's "Real Beauty" campaign is a landmark example of how authenticity can strengthen a brand’s connection with its customers. Launched in 2004, the campaign was rooted in Dove's mission to make beauty a positive experience for every woman.

A key insight that sparked the campaign was a study revealing that only 2% of women globally considered themselves beautiful.¹ Dove used this insight to create a narrative that challenged traditional beauty standards among women by featuring women of all ages, sizes, and backgrounds in its advertising rather than models.

Over the years, Dove has also adapted the “Real Beauty” campaign to address new challenges in the beauty industry, such as the impact of social media on self-esteem. This ongoing commitment to promoting self-acceptance has helped Dove maintain a strong bond with its audience and is now a hallmark of the brand’s authenticity.

On the flip side, when there's a disconnect between what a brand says and what it does, your inner skeptic raises its hand and asks you to think twice before you engage again. That’s why inauthenticity is so dangerous–one wrong move and your customers start to ask questions, two or three wrong moves and you can have a revolt on your hands.

To that end, inauthenticity often causes a lot more harm than you might think–it’s essentially kryptonite for brands. It leads to big, bad scary things like customer distrust, negative word-of-mouth, and financial losses. And, in today’s digitally connected world where people can make their opinions heard with a click of a button, it can happen quickly!

Let’s revisit a recent example of inauthenticity in action--Pepsi’s “Live for Now” campaign:

Case Study: Pepsi's "Live for Now" Campaign

Pepsi’s 2017 “Live for Now” campaign aimed to promote unity and peace but was widely criticized for trivializing the Black Lives Matter movement. Featuring Kendall Jenner handing a police officer a Pepsi during what appeared to be a protest, the ad was quickly labeled “tone-deaf” and “racially exploitative” by consumers. The backlash on this ad was in fact so intense that Pepsi pulled it within 24 hours of its release.

The campaign generated over 410 articles discussing the controversy while sparking widespread criticism online. Social media users mocked the ad’s attempt at addressing serious social issues using superficial imagery. Despite Pepsi’s quick response in pulling the ad and issuing an apology, the damage was done—its Buzz score dropped from 9 before the ad aired on April 4 to -7 on April 11 and was still -3 one week later on April 17. ²

This failure highlights the risks of inauthentic branding. By attempting to capitalize on social movements without fully understanding their gravity or context, Pepsi alienated its audience instead of building connections, and the “Live for Now” campaign gets to live on as a cautionary tale.

I’m sure your next question is ‘How do I replicate Dove’s success and avoid Pepsi’s failure?' Am I right? Great--let’s get into it!

Crafting Brand Authenticity

Crafting an authentic brand strategy involves more than just projecting an image—it requires aligning your brand’s actions with its values and messaging. That means step one is defining your company’s mission, vision, and values, because, let’s get real, you can’t create a plan that aligns with something that doesn’t exist. Now, assuming you’ve got that part taken care of, here are some actionable tips that will help you bridge the authenticity gap:

1. Identify Brand Values
   Codify what your brand stands for. (Pro Tip: Make it personal... and meaningful!)

2. Align Values with Messaging
   Ensure your brand messaging reflects your core values. Don't be shy about it.

3. Bring Values to Life
   Develop unique programs that reinforce what your brand stands for.

4. Engage in Transparent Communication
   Be open and honest in all of your interactions. Nothing kills authenticity faster than ignoring (or deleting) negative comments.

5. Be Unabashedly Consistent
   Stay true to your brand values and maintain a clear voice across all channels.

Let’s review REI’s #OptOutside campaign to see how this works in practice:

Case Study: REI's #OptOutside Campaign

In 2015, REI made a surprisingly bold choice to close all 143 of its retail locations on Black Friday—the busiest shopping day of the year—to encourage people to spend time outdoors instead of shopping, an idea that was deeply rooted in the brand’s commitment to promoting outdoor activities and environmental stewardship.

The campaign messaging—“We believe a life lived outside is a life well-lived”—was clear and consistent across platforms, and over 1.4 million people participated by sharing outdoor experiences using #OptOutside on social media during its first year alone. This engagement created positive sentiment while reinforcing REI’s mission-driven identity and helped differentiate the company from its many competitors.

Being authentic means that your brand communicates openly about its values, operations, and even its shortcomings. This transparency builds trust, which, in turn, is instrumental in fostering brand closeness and encouraging purchases.

Maintaining authenticity, however, requires ongoing effort—not just one-time campaigns or statements. In REI’s case, they expanded their Black Friday efforts into a year-round movement with initiatives like "Opt to Act: 52 weeks of action" to promote environmental stewardship and partnered with over 7,000 organizations including parks, nonprofits, and brands as of 2019. And, as of the release of this story, they have been running the #OptOutside campaign for 10 years! ³

Another great example of a brand that leads with authenticity is Patagonia.

As a prolific consumer and marketing nerd, it would be sacrilegious for me not to mention Patagonia in this article, so here you go…

Case Study: Patagonia's Commitment to Environmental Responsibility

Patagonia has built its reputation around environmental sustainability—a value deeply embedded in its mission since day one. Their most well-known initiative, “1% for the Planet”, has awarded over $140 million in cash and in-kind donations to domestic and international grassroots environmental groups since its inception in 1985. ⁴

This ethos is further enmeshed in the company’s marketing and business operations through initiatives like the “Common Threads Garment Recycling Program” that launched in 2005 to provide recycling services for items beyond repair, the 2011 “Don’t Buy This Jacket” holiday campaign that urged customers to reconsider buying new products by highlighting their environmental impact, and the Worn Wear program, which has enabled customers to repair or resell used Patagonia gear rather than discard it since 2012.

By consistently aligning their marketing and business decisions with sustainable business practices—and backing them up through tangible contributions—Patagonia has become known as one of the most environmentally and socially responsible companies in the US and benefits from having a large, loyal customer base.

Before I wrap things up, I’m curious what you think–-does authenticity rank on your current or future list of brand priorities? Have any of the case studies inspired you to launch a new program that aligns with your brand values? I hope so, because, for me, authenticity is no longer optional—it’s essential for building trust and loyalty in today’s ever-increasingly crowded market.

Conclusion

Brands like Dove demonstrate how aligning messaging with purpose fosters emotional connections that drive long-term success; REI shows how prioritizing values over profits strengthens customer relationships; Patagonia proves that consistent action over time increases brand awareness and trust. Conversely, Pepsi reminds us that inauthentic communication strategies risk alienating audiences—and damaging reputations.

And, guess what, data supports these lessons: 70% of consumers prefer brands aligned with their values, while 86% say authenticity influences purchasing decisions, proving authenticity isn't just good ethics—it's a smart business strategy. ^5,6

The net result: By bridging the authenticity gap through transparency, consistency, and value-driven actions, brands can transform fleeting impressions into lasting relationships built on trust. Who wouldn't want that?

Ready to Bridge Your Authenticity Gap?

Like Dove, REI, and Patagonia, your brand can thrive when purpose and authenticity lead—but it takes more than inspiration. The Brand Blueprint, a 4-week live course I'm launching this May, gives you the tools to turn your values into a competitive edge.

By the end of this short program, you'll have:

• Crafted a purpose-powered strategy that drives loyalty (brands with strong values command 13% price premiums). ⁷

• Developed your authentic brand voice—82% of consumers choose brands aligned with their beliefs. ⁸

• Built a differentiated identity that attracts customers (brands with a well-defined & articulated purpose grow 2X faster). ⁹

No fluff. Just the same frameworks I’ve used for Fortune 500 giants and startups alike—now adapted for purpose-driven founders.

Join the waitlist today and start building a brand that’s unapologetically yours.

→ Save Your Spot in The Brand Blueprint

References

¹ Dove Global State of Beauty Report, ² YouGov BrandIndex, ³ Marketing Maverick, ⁴ Patagonia, ⁵ Ipsos Global Trends Study, ⁶ Stackla Consumer Content Report, ⁷ Millward Brown,⁸ Harris Poll, ⁹ Kantar Purpose Study

This article was originally published by Amy Zwagerman at www.thelaunchboxus.com.

🎧 Audio Summary

The Argument for ‘Standing Out’

The marketplace is overflowing with competitors, so standing out in a crowd requires creating an unforgettable brand experience that stays with your customer long after their most recent interaction. You know the kind of experience I’m talking about — the type that makes people want to post on social media because they are in awe of how well they were treated (Chewy is an example of a brand that does this really well) or come back again and again because they feel valued (my local yoga studio — no, I’m not telling you what studio I go to — is exceptional at this — they greet me by name, send well timed incentives based on where I am in my practice, and even give me a personalized experience in class). These are actions that capture a person’s attention, drive engagement, and foster deep loyalty simply because they go beyond the status quo in ways that feel authentic to both the customer and the brand.

The key to creating a memorable brand is simple — just focus on the needs and wants of your core audience (i.e., you don’t have to make the whole world know about your brand, just the people you care most about). Remember my Chewy example above? If you aren’t the parent of an adorable Australian Shepherd named Zoey, you probably had no idea what I was talking about and that’s ok, you’re not their target customer. Make sense? It’s completely understandable if it doesn’t (yet) — the rest of this post is designed to help connect the dots, so let’s get into it!

Strategy 1: Craft a Memorable Brand Experience

As a first step, let’s talk about consumer expectations. According to a study by Salesforce, a whopping “80% of customers view the experiences a company provides as equally significant to its products and services”. This statistic paints a clear picture about what drives consumer satisfaction and loyalty today, showcasing that a “brand’s experience has a big impact on consumers’ decision-making process” (Forbes). Accordingly, crafting memorable brand experiences isn’t just about dazzling your customers; it's about creating moments that resonate deeply with their personal preferences and values.

Side note: When I hear the term ‘brand experiences’, I tend to think of experiential marketing, i.e., interactive activities where a customer can engage with a brand IRL - like walking through a life size Barbie dream house (which was totally possible in CA during the movie marketing campaign btw), so I want to clarify that this isn’t what I’m talking about here. I’m talking about the ‘experience’ a customer has every time they interact with your brand — be it online or in person, with a sales associate or customer service representative, or a website, social media post, advertisement, or marketing bot.

To design experiences that will resonate with your customers, you need to start by stepping into their shoes. 👟 Consider their pain points, desires, and everyday interactions with your brand. From the moment they discover your product online to the post-purchase support they receive, every touchpoint should feel personalized and thoughtful. For instance, using customer data to tailor email communications or offering personalized recommendations on a website can significantly enhance the customer experience. But, to make the experience truly memorable, you need to also look for opportunities to ‘surprise and delight your customers’. These are moments where you win their hearts and minds by doing a little something extra that is rooted in your brand relationship.

Going back to the Chewy example, one of the company’s most widely talked about customer service policies is to ask customers to donate items to a local rescue instead of returning them. This is a particularly memorable strategy because it not only allows the customer to get the benefit of returning the unused item for a refund, but to also feel good about themselves by ensuring it goes to good use. Another brand example is Supreme. They commonly include stickers inside their customer’s shopping bags and boxes, which allows their fans to showcase their brand engagement as a ‘status symbol’ on their personal computers and backpacks. While this may seem like a little thing, the stickers help customer’s feel like they are part of the brand’s inner circle.

When thinking about how you can add more personalization into your customer journey, I urge you to think outside of the box to find ideas that feel authentic to your brand. More specifically, you should lean into what makes your brand unique and valuable from your customer’s point of view and avoid emulating what others are doing. You’ll know you’ve hit the jackpot as soon as you find the idea that screams ‘your brand’.

Strategy 2: Develop your Brand Story

Here’s an interesting fact: “Storytelling will not only increase your brand favorability…, it can also be up to 22 times more memorable than facts alone” (Forbes). This statistic underscores the power of narrative in marketing, making it essential for brands to craft stories that not only tell but resonate and evoke emotions. How often have you heard (or read) that video ads perform better than static ads? The reason for this is storytelling — the combination of a moving image and audio just draws a viewer in more than a static post, web banner, or audio clip.

So, how do you create a compelling story for your brand?

My advice here is not to focus so much on the ‘art’ of storytelling (i.e., how to tell a good story), but to think about what stories you have to tell. 🤔 For example, do you have an origin story that you can tell to introduce customers to your brand (example: Beardbrand has a great origin story that you’ve likely seen or heard about in commercials) What about a funny story about how your product or service is used (example: Do you remember the Got Milk? campaign where celebrities donned a silly milk mustache for the camera?) Or maybe a story about how your brand brings people together (example: Starbucks mission is all about creating community and positions their stores as neighborhood gathering places)? There is no end to the type of story you can tell, so I urge you to find one that resonates for your brand and explore how you can use it to create a connection with your customers.

I personally introduce people to my brand through an email series that focuses on my origin story. I do this so potential customers can get a feel for who I am and what I stand for as they ‘consider’ if they want to be a part of my community or work with me. It also makes me much more relatable when we get on the phone. (Shameless plug alert — If you are interested in checking out my origin story, you can sign up for my email list by subscribing to Marketing Jam).

Once you know the story (or stories) you want to tell, go back to the storytelling fundamentals you learned in high school (develop a clear narrative arc, relatable characters, and a 3-5 act structure other’s can follow) and spend some time working on them. The story should captivate the audience’s attention from the beginning, hold it through the middle with compelling content, and leave them with a powerful message or call to action at the end, or, put more succinctly, your story need’s to draw people in by eliciting an emotion. Think about how you can replicate the universal themes from popular movies and books such as ambition (Wall Street), discovery (Eat, Pray, Love), overcoming adversity (8 Mile), and joy (Amelie) to evoke a strong emotional response that will make your brand more memorable. The truth is a quick Google will give you a solid overview of the main storytelling themes that people have been using for decades plus all the tips and tricks you will need to get started.

🙋🏻‍♀️ -- If you are a new entrepreneur or small business leader that is interested in upping your storytelling game, I’ve included three great resource options in the footnotes of this post. These resources are specifically geared towards brand storytelling and will help get your creative juices flowing!

Strategy 3: Commit to Brand Authenticity

Authenticity in marketing is more than just a good strategy, it’s a necessity. Let me throw another statistic at you: “Nearly 9 out of 10 consumers are willing to take action to reward a brand for its authenticity, including 52 percent who would recommend the brand to others and 49 percent who would pledge loyalty”(Cohn & Wolf, quoted in an article by Crowdspring). This indicates people — and especially younger consumers — are looking to support brands that offer them more than just a good product or value. In fact, a survey by Deloitte found that “almost 90% of Millennials believe that the success of a business should be measured by more than just performance” (Forbes).

Being authentic means that your brand communicates openly about its values, operations, and even its shortcomings. This transparency builds trust, which, in turn, is instrumental in fostering brand closeness and encouraging purchases.

The best way to align your business with this movement is to clearly communicate your brand's 'why'—its purpose, the big vision that drives its existence and operations. 📣 This doesn't mean just stating facts but weaving this 'why' into your brand’s narrative in every campaign, product description, and consumer interaction. Going back to what I talked about earlier, make sure your ‘why’ is integrated into the consumer experiences you create and the stories you tell. For example, if sustainability is a core value, share your manufacturing processes, material sources, and the impact on the environment openly with your customers, or, in the case of Chewy (yet again), their ‘mission is to be the most trusted and convenient destination for pet parents and partners, everywhere’, and they reflect that idea in everything they do.

Patagonia, Ben & Jerry’s, and Chick-fil-A are a few other brands you probably recognize that rank high on the authenticity scale. Each of these brands invites a strong customer connection by sharing their values with the world: As a certified B-Corporation, Patagonia lives and breaths their commitment to the great outdoors by donating 1% of sales each year to fund initiatives in support of the environment; Ben & Jerry’s strives to do good while tasting good by supporting social responsibility and social-justice causes; and Chick-fil-A honors its Christian roots by closing every Sunday and treating customers with a genuine warmth and hospitality reflective of the company’s values (authenticity.co).

Building trust through authenticity also means being honest, aka transparent, about your products' limitations and how you are addressing them. This not only sets realistic expectations but demonstrates your commitment to both the customer and continuous improvement. Customers appreciate this honesty, which enhances their propensity for loyalty. In fact, a study by Sprout Social found that “89% of people say a business can regain their trust if it admits to a mistake and is transparent about the steps it will take to resolve the issue”, highlighting the ultimate value of transparency to the bottom line.

The Bottom Line

Now that I’ve laid out my three favorite strategies for creating a memorable brand, I am curious how you are feeling about the topic:

• Are you ready to tweak your customer experiences to more closely align with your brand values?,

• How about storytelling — are you thinking about creating a more personal brand story to help your audience connect with you?, or

• Are you going to amp up your brand authenticity to cultivate more customer loyalty?

Whether you're leaning towards refining your customer experiences, crafting an engaging brand story, or doubling down on authenticity, remember that the goal is to resonate with your core audience on a deeper level. 🫶🏼 Additionally, as you consider your approach, don’t forget to think about how each strategy can be interwoven to support the others, creating a holistic brand narrative that's not just heard but felt by your customers.

Let me know if you decide to implement one of these strategies for your brand. I can’t wait to learn all about what you get up to — and am, of course, here to help if you get stuck.

Brand Storytelling Resources

Here are the three great brand storytelling resources I promised you (and then some):

1. Russel Brunson, the co-founder of ClickFunnels, has written 3 books to help brands connect to their audience via storytelling. I have personally read Dotcom secrets and Expert Secrets and have used the concepts to build storytelling funnels for my clients and myself. My advice is to pick the book that best fits your brand and dig in.

   • Option 1 (For personal brands): Expert Secrets: The Underground Playbook for Converting Your Online Visitors into Lifelong Customers

   • Option 2 (For e-commerce brands): Dotcom Secrets: The Underground Playbook for Growing Your Company Online with Sales Funnels.

   • Option 3 (For all other brands): Traffic Secrets: The Underground Playbook for Filling Your Websites and Funnels with Your Dream Customers

2. Storybrand by New York Times best-selling author Donald Miller is another great option that gets teed up in entrepreneurial circles all the time. This book goes deeper into the mechanics of brand storytelling whereas Russel’s books focus on how storytelling can be used to create a successful funnel. Here’s the link: Building a StoryBrand: Clarify Your Message So Customers Will Listen

3. Here are some additional free resources from my favorite experts around the web:

   • HubSpot: How to Tell a Compelling Brand Story [Guide + Examples]

   • Wordstream: 8 Ways to Tell Your Most Compelling Brand Story

   • Neil Patel: How to Create an Authentic Brand Story that Actually Improves Trust

This article was originally published by Amy Zwagerman at w.ww.thelaunchboxus.com.

As a busy founder, I don’t typically set aside the time to go out to lunch. Like most of our kind, I can usually be found eating something in between video calls and deadlines (yes, I know this is an unhealthy practice -- no need to point it out), but I decided to get away from things for a bit and grabbed lunch at the local Sweetgreen a few days ago. It was during this brief respite that I noticed the company’s core values and was struck by their commitment to 'doing what’s right’. I thought it exemplified a unique take for a business in the food service industry -- especially since they didn’t just leave it at that. They put their money where their mouth is (or, in this case, a sign where their food is) and listed out exactly how they plan to ‘do what’s right’ next to each value. 

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Sweetgreen Core Values

These six core values embody our culture, spirit and dedication to doing what’s right:

1. Win , win, win — create solutions where the company wins, the customer wins, the community wins

2. Think sustainably — make decisions that last longer than you will

3. Keep it real — cultivate authentic food and relationships

4. Add the sweet touch — create meaningful connections everyday from farm to patron

5. Make an impact — leave people better than you found them

6. Live the sweet life — celebrate your passion and your purpose

   ---

In the event you are not familiar with corporate value statements, I will share that they are typically more aspirational and even, nondescript, in nature. In fact, “55% of all Fortune 100 companies claim integrity is a core value, 49% espouse customer satisfaction, and 40% tout teamwork”, which, in my opinion, equates to saying, we’re a business and we operate the way a business is supposed to (Harvard Business Review, 2002). This same article sums up this idea by saying the values are effectively “permission-to-play values” because they “reflect the minimum behavioral and social standards required” to operate as a professional business. The story is titled ‘Make your Values Mean Something’; and while it’s a bit dated, I think the message is still quite relevant. In fact, I was particularly happy to see the writer take the stance that company values need to ‘be aggressively authentic’. It is something I believe in quite strongly and want to shine a light on this year both for myself and the clients I work with.

To give you an idea of why Sweetgreen's core values struck such a chord with me -- and ultimately why I decided to write a blog about it -- I decided to do a little research into Chop't, one of the company's primary competitors.

Chop’t Core Values

1. Innovate -- We constantly innovate our menu and technologies to give you better access to nutritious food and a better (more convenient) way to enjoy it.

2. Serve with Urgency -- We value giving you a seamless experience rooted in hospitality, with respect for your time and accuracy with each order.

3. Be Generous -- Chop't Gives allows us to give year round, and support our Chopt communities, team members and the charitable partners we believe in.

When comparing the two sets of core values, you can easily get a sense of how each company thinks about the business and what they prioritize. Chop’t told us they value innovation that drives convenience, service and, more specifically, timeliness and accuracy, and giving back, whereas Sweetgreen communicated they care about the impact they make on the world as well as the health and well-being of the employees, customers, and communities they engage with. The point being that both companies have created a differentiated set of values that they believe will help them be successful and attract the most customers.

Don’t worry, this quiz was just for fun and there is no right or wrong answer to the question. The decision about which brand to support and where you want to eat is yours alone to make, but I will say that brands who lean into a strong set of purpose-driven values like Sweetgreen will attract customers who appreciate their position (and even some that don’t).

Don't believe me? Here is a quote from Forbes on this very subject:

Why do I care enough about all of this to write a blog about a salad company? First, it’s 2024 and I personally want to support businesses that care about their employees, their communities, and their impact on the world — or, at the very least, aren’t turning a blind eye to their effect on it. And, guess what, I know I am not alone. According to a recent report published by the global business consulting firm, Bain & Company, "brand purpose and environmental, social, and corporate governance (ESG) considerations are now key purchasing criteria for more than half of consumers globally" (2023).

There is a literal army of consumers looking to support the people and companies that align with their values, so I will argue that it’s up to business owners, and entrepreneurs in particular, to figure out how they want the companies they build to impact the world.

Second, as I’ve already told you, I’m all about helping founders build purpose-driven businesses. In other words, "This sort of thing is my bag, baby!" (yes, I stole that line from Austin Powers).

References:

• Sweetgreen

• Chop’t

• P. Lencioni, Make your Values Mean Something, Harvard Business Review (2002)

• S. Mainwaring, Purpose at Work: How Sweetgreen is Building a Healthy Food Movement, Forbes (2021) 

• E. Almquist, K. Edwards, P. Dowling, and A, King, Does a Purpose Help Brands Grow, Bain & Company (2023)

This article was original published by Amy Zwagerman at www.thelaunchboxus.com.