We recently dived into a well-loved copy of Wally Olins’ ‘On Brand’. Published in 2005 when chip and pin was a fledgling technology and the WWF won a battle against the World Wrestling Foundation over the use of its initials, Olins' book forecast that branding would broaden its reach from consumer products to charities, the arts and cultural activities – and that this change would make enterprises better, more effective, and more influential. 

Fast forward to 2023 and it’s safe to say this forecast was spot on. Now, charities are using the power of brand to win hearts and minds just as effectively as consumer-facing businesses. What people expect from brands has evolved too. Consumers are increasingly making spending choices that show their values in action, and prioritising businesses that do good for their communities, planet and people.

At Sonder & Tell, we believe brands have the power to create positive change. That's why we work with clients to build brands rooted in a story that brings to life the good they do. Some shift consumer behaviour to reduce waste (Homethings), others smash cultural norms to rebalance gender equality (Bumble), they might rally the public to act against life-threatening hunger (Action Against Hunger), turn the healthy choice into a celebration (Rude Health) and promote positive mental health and self-image (Popsa). Stories have the power to build culture, unite people and last for generations. So when brands tell stories, they can too. 

As an independent agency, we choose to work with brands, founders and independent creatives who want to make a difference. Through an idea-swapping Slack channel and real-life events, we get to know and grow our Wordsmiths community (keep an eye out for future talks). And we’re building a pro-bono workshop to help founders from underrepresented backgrounds to build their brand story. 

In 'The Vortex' section of this newsletter, we’ve highlighted some wonderful things our clients are doing to go beyond for B-Corp Month. And as we move closer to our own B-Corp certification, we also pledge to go beyond brand – to continue telling positive stories for our clients that ripple out into tangible action.