Authentic Brands Create Powerful Movements
Behind every movement, there is a story and the powerful “why” that began it all. It’s all about being true to your brand; if you capture your brand’s story, this authenticity will shine through to your audience. From there, you’re on your way to creating a movement of like-minded people.
Entrepreneurs are starting to realize this and are using their business as a vehicle to create a movement. As I said before, the world doesn’t need another business, it needs businesses to start movements.
Below are three businesses that use their “why” to create success and serve the world.
Cora Tampons
While traveling through five continents in the span of 10 years, Molly saw first hand how menstruation negatively affects poor women in the developing world: because tampons are too expensive, women resort to using old rags, newspaper, animal dung, tree bark and pieces of old mattresses, all of which can cause infections and serious reproductive health problems. Molly also learned that in India, one in four Indian girls drops out of school when she gets her period. After seeing enough, Molly had an aha! moment and created Cora (aka, Pads with a Purpose). Today, whenever you purchase a month’s supply of Cora, they give a month’s supply of pads to a woman in developing countries.
Also important to note, these are just not any pads; Cora uses organic cotton, free of pesticides, free of endocrine disruptors and the product is biodegradable. Ever asked, where do you get your tampons? Apparently, nobody asked this until now. Way to start a conversation Cora (and get people talking about your product)!
Soul Cycle
Co-founders Elizabeth Cutler and Julie Rice met on a blind date and shared a vision: To create an alternative to the fitness routines that felt like work. This is how SoulCycle was born.
SoulCycle is not just a workout, it’s a journey that challenges you to climb, jog, sprint, dance and set your intention. SoulCycle is a reinvention of indoor cycling, and exercising overall, because it merges the physical with the spiritual.
Their mission: “… to bring Soul to the people. Our one of a kind, rockstar instructors guide riders through an inspirational, meditative fitness experience that’s designed to benefit the body, mind and soul.”
As a result, SoulCycle has attracted a tribe of addicted indoor cyclists who will continue to spread the word.
TOMS Shoes
You can’t write an article about businesses creating movements without mentioning Toms Shoes. They helped launch “compassionate consumerism.” Companies that followed suit include Skechers’ BOBS, Urban Outfitters’ Threads for Thoughts, and Bombas’ socks.
If you don’t know the TOMS shoes story yet, here it is: In 2006, Blake Mycoskie took a much needed vacation to Argentina. While traveling through rural villages, he saw children walking barefoot and wanted to do something about it. So he created TOMS Shoes, a company that would match every pair of shoes purchased with a new pair of shoes for a child in need. This one-for-one model was a movement much replicated since.
Now it’s your turn. How can your business start a movement? As the brands above show, it all begins with your story.The truth is, if your brand is not deeply connected to your soul’s story, you’re most likely just selling stuff that will inevitably feel misaligned. So start by branding your story, not your stuff. And you’ll be well on your way to broadcasting what makes your brand authentic and getting started towards that movement.
When you’re ready, schedule a free consultation with me.
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