In marketing, the landscape evolves at such a rapid pace, that we are constantly trying new things to evolve the marketplace and give consumers what they really crave: authentic connections with real people. This desire for authenticity from brands is one reason influencers have had such an impact on the marketplace – they are real people giving real feedback that help shape consumer expectations.
Consumer trust in brands is at an all-time low. According to Edelman’s Trust Barometer, 81% of consumers say trust is a key factor in purchase decisions, but only 34% actually trust most of the brands they buy from. The rise of misinformation and “purpose-washing” (brands claiming to stand for something without backing it up) has left audiences wary. Trust is hard to earn and easy to lose, and brands that fail to meet their own promises quickly find themselves on shaky ground.
In this environment, brands have a unique opportunity to build goodwill with audiences craving authenticity. Sharing genuine stories from loyal fans, engaging with audiences in real conversations, and standing behind meaningful actions—can help rebuild that delicate trust.
Making Internal Milestones Matter
Your brand’s purpose must align with your internal culture before it can be projected outward. Engaging employees in the process, capturing what powers your brand and makes it unique is key towards building purpose that far exceeds why your brand exists beyond profit.
Culver’s recently celebrated their 40th anniversary of their very first location in Sauk City, Wisconsin – a wonderful milestone for the brand that is now over 900 locations strong across 26 states. We were excited to celebrate them and all the wonderful team members and guests that power sharing a taste of Wisconsin with the rest of the country.
We crafted a fully integrated campaign that was centered around celebrating shared moments of connection from fans of the brand throughout the 40 years. To weave this story together, we crafted a website that took guests on a journey from the very first Culver’s guest story through years of heartwarming stories shared over a ButterBurger or Fresh Frozen Custard. These stories inspired 40 days of social media content that would surprise and delight, leading up to the anticipated birthday anniversary on July 18. Birthday swag, a special Culver’s meal, and a Concrete Mixer were all a part of the excitement– a way to bring together guests and employees alike.
Sharing Real Impact Stories
Consumers are astutely aware of “purpose-washing,” where brands claim values without meaningful action. Successful brands align their purpose with tangible efforts—from learning opportunities to community outreach—and embed these values across their operations. The acts must match the ads or brands risk losing trust.
Summit Credit Union’s creative work allows real stories from real people in their “Because I Summit” campaign. All marketing touchpoints within this campaign speak for themselves on how the brand helps better build financial security for their customers. Summit offers plenty of learning opportunities and community outreach to help members build a sustainable guide to financial security – but many members were unaware that the help is out there.
Highlighting multiple products like financial coaching to homebuying insights, people shared their realities about their financial journey and how Summit allowed them to overcome challenges and forge the right path for their future. From broadcast spots to full-page print, this campaign celebrated the power of understanding people’s lives, not just their money.
In another example of sharing real impact stories, the Wisconsin Department of Health Services wanted to showcase impact made by real people – their EMS professionals. The department sought to build awareness of the dedicated individuals powering their Emergency Services branch while inspiring future professionals to join. For EMS professionals, helping others is more than a job—it’s a calling. Every shift offers life-changing moments, whether it’s their first call or their hundredth.
To honor their commitment, we crafted a campaign that spotlighted these everyday heroes through storytelling, engaging the public with their powerful narratives. The campaign not only highlighted the human impact of EMS work but also encouraged a new generation to answer the call.
At Hiebing, we specialize in guiding brands to uncover a purpose that is authentic, actionable, and aligned with their audience’s values. Ready to find yours? Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.