7 Unconventional Branding Secrets That Go Beyond the Basics
1. Commit to Radical Transparency, Even When It’s Uncomfortable
Transparency builds trust, but most brands stop short of true openness. According to several brand studies, over 90 percent of consumers say transparency by a brand is important to their purchase decisions.
In 2019, UK-based Cult Beauty integrated blockchain technology into their supply chain. By allowing customers to trace the origin of ingredients and verify sustainability claims, they set a new standard for transparency. This radical openness not only educated consumers but also deepened trust in their brand while increasing conversion rates by +1.6%.
Action: Conduct an “Impact Audit” of your organization. Share the good and the not-so-good—then outline clear steps for improvement.
2. Design for Accessibility, Not Just Aesthetics
A brand that prioritizes accessibility demonstrates care and inclusivity. Yet, too many organizations treat accessibility as an afterthought.
In 2024, Sightsavers launched an initiative focused on embedding accessibility into every stage of the design process. By training teams to prioritize inclusive practices and ensuring that all digital content meets accessibility standards, they set a powerful example of how brands can make their work truly inclusive.
Action: Audit your customer journey. Is your website optimized for screen readers? Are your in-person experiences inclusive for all abilities? Accessibility isn’t a box to check; it’s a core branding value.
3. Humanize Data with Stories
Data can be cold and impersonal. However, pair it with a story, and it becomes unforgettable.
The Malala Fund’s “Full Force” report combined detailed statistics about the barriers to education faced by girls worldwide with compelling, personal stories of individual triumphs. By weaving together data and human stories, the report not only painted a vivid picture of the systemic challenges but also inspired global policymakers and donors to commit to actionable change.
Action: Transform your data points into narratives. Highlight one person impacted by your work, pairing their story with the broader statistics for a powerful message.
4. Tap into the Power of Co-Creation
Trust grows when your audience feels like they’re part of your story. Invite them to co-create with you.
Protect Our Winters’ Citizen Science Program invites outdoor enthusiasts to collect and share snowpack data via the SnowPilot app. This initiative allows the community to play an active role in climate research by providing valuable, crowd-sourced information to scientists studying snowfall patterns and climate change. By involving their audience directly, Protect Our Winters fosters a sense of ownership and collaboration while advancing their mission of environmental advocacy.
Action: Launch a “Your Voice, Our Mission” campaign. Ask your community to contribute local insights, digital content, data, and/or personal stories that align with your brand’s mission.
5. Leverage the Unexpected to Build Emotional Connection
Predictability doesn’t inspire. Surprising your audience can create memorable, trust-building moments.
Tony’s Chocolonely takes an unexpected approach to tackling the serious issue of slavery in the chocolate industry. Their bright, cheerful packaging contrasts with the gravity of their mission to create a 100% slave-free chocolate supply chain. This contrast draws people in and prompts conversations about ethical consumption in a way that traditional guilt-heavy messaging cannot.
Tony’s doesn’t stop at visuals. The chocolate bar itself is unevenly divided, symbolizing the unequal distribution of wealth in the chocolate industry. This tangible representation keeps their mission front and center with every purchase, creating an emotional connection that turns consumers into advocates for change.
Action: Identify ways to infuse surprise elements in your branding; whether through unexpected humor, designs or formats, or gifts and exclusive content, ensuring your mission resonates with your audience.
6. Use Partnerships to Multiply Your Impact
Collaborations can amplify your brand’s reach and credibility, but only if they’re values-aligned.
Ben & Jerry’s sources brownies from Greyston Bakery, which employs individuals facing barriers to traditional employment. This partnership aligns with both brands’ social impact missions, deepening trust with conscious consumers.
Action: Seek out partnerships with organizations that share your values. Showcase these collaborations in your branding.
7. Practice “Active Listening” Through Social Media
Social media isn’t just a broadcasting tool; it’s an opportunity to listen, learn, and adapt.
In 2024, Dove expanded its Real Beauty Campaign by using social media to gather stories from everyday women about beauty standards. By actively engaging and amplifying these voices, Dove strengthened its mission of redefining beauty.
Action: Use social listening tools to understand what matters to your audience. Respond authentically to their concerns and ideas.
Brands That Drive Change
As we launch into 2025, it’s time to rethink branding, not as a surface-level strategy but as a tool for transformative social impact.
By embracing these branding secrets, you can build trust that doesn’t just create brand loyalty, it drives change.
Until next week,
Sarah & Jamie
P.S. What’s your favorite example of a brand building trust for social impact? Hit reply and share, we’d love to feature it!
P.P.S. If you are able, please consider donating to the World Central Kitchen to send meals in response to humanitarian, climate, and community crises.
