Beyond Profit: How Brand Ethos Drives Meaningful Connections

In today’s saturated market, brands are consistently vying for consumer attention. While previous marketing strategies focused on competitive pricing, innovative products and unique service offerings, in recent times it has been revealed that these qualities alone are not enough to gain customer loyalty or increase new business.  

Consumers, especially Gen Z, are drawn towards organisations that prioritise authenticity, transparency and individuality.  

“It’s becoming less about a brand’s ‘name and recognition’ and more about its credibility and reputation for delivering on consumers’ tangible expectations for affordability, quality and more.”  (Neilsen, 2024) 

As a brand and digital agency, when we develop brand strategies for our clients, we uncover much more than simply our clients’ services and unique selling points, and work collaboratively to unearth their purpose, mission, vision and values. We understand that “why” they exist is more important than any product or service attribute will ever be. 

It struck me that in some instances, the reason why a company exists can be difficult for leadership teams to articulate but as soon as we begin to discuss business culture and ethos, we can’t get them to stop talking! 

As a designer, the quality of my work relies on an innate understanding of our client’s purpose, mission, vision and values. This helps us to create purposeful and focused brand identities. To the outside world however, and even internal employees, they are just words on a page.  

Ethos on the other hand, is much more action focused. Knowing why you exist is the core of everything we create, but how you behave and live out your brand purpose and values is what truly resonates.   

So what do we mean by brand ethos? 

If purpose is your ‘why’, ethos is the way.  The way you treat your employees, the way you work, act, communicate and the way you eminate your core brand values. When we look at brands like Patagonia closing their retail stores in solidarity with young people striking for climate action and Toms’ “One for One” model, giving away one pair of shoes for every pair sold, these actions say more to consumers than a list of values ever will, because it is action that gives evidence of a brand who stays true to their values.  

A strong brand ethos fosters trust, and consumers are much more likely to remain loyal to brands that consistently demonstrate authenticity and align with their own values. This leads not only to enhanced sales but also to genuine, long lasting and deep connections with your audience. 

How to use your ethos to drive meaningful connections;  

Integrate Ethos into Every Aspect of your business: Ensure your ethos is evident everywhere, from marketing to product development 

Communicate Transparently: If you describe yourself as a sustainable company, prove it. Unfortunately, ‘sustainability’ is now a buzzword, alongside ‘trustworthy’ and ‘innovative’ – demonstrate exactly how you embody these values 

Engage with your Community: Actively listen to your costumers and involve them in what you do, this fosters a sense of belonging and shared purpose. 

If you want to start sharing your brand ethos with your audience, begin with small, simple steps.  

Are there regular actions you take that your audience isn’t aware of? Do you donate to charity or offer free mentorship? Highlighting these actions shows that you care about more than just profit, helping you stand out.  

 If you’re ready to invest in a more focused and authentic brand strategy, we can help—get in touch today and let’s chat.