How do you market a purpose-led brand without exaggerating your impact or pretending you have everything figured out?
Caner Veli and Isabella Desmarais, founders of Kind Community, share practical advice on storytelling, transparency and building a community around a business that wants to make a positive difference.
What you’ll learn
- How to make the customer the hero of your brand story
- How to position your business as the guide
- How to communicate progress without presenting your business as perfect
- Why openness about gaps can strengthen trust
- How customers can become credible advocates
- What to consider before creating another product
Watch this if
You want to talk about your business’s purpose and progress thoughtfully, build trust and give customers a meaningful reason to participate.
Chapters
- 0:00 Introducing sustainable brand marketing
- 2:01 Caner’s experience building an impact-led business
- 2:53 Isabella’s route into sustainability
- 4:22 Why sustainability belongs across the business
- 6:23 Using stories to connect with customers
- 8:03 The customer is the hero — not the brand
- 9:38 Connecting purpose with your business story
- 10:49 Ambition, transparency and misleading claims
- 12:19 Influencers, trust and greenwashing
- 14:23 Turn customers into brand advocates
- 15:29 Progress, imperfection and cancel culture
- 17:51 Be honest about what you have not solved
- 19:19 Advice for marketers and communicators
- 21:27 Opportunities for creative and professional services
- 25:07 The commercial value of sustainability marketing
- 27:39 Does the world need another product?
- 32:02 Embedding sustainability throughout the business
- 36:18 Building the Kind Community
What to do next
Choose one part of your work you could communicate more honestly. It might be something achieved, something still in progress or something you have not solved yet. A credible brand story can include all three.