Why Likable Brands Must Move Beyond Growth to Stay Relevant
Building a likable brand is a big deal. It means you've captured attention, won over customers, and built a name people trust. But likability alone won’t sustain a brand forever. Eventually, growth hits a ceiling, competitors catch up, and consumers start asking, “What do you stand for?”
Today’s audience wants brands that do more than sell.
They want brands with heart, brands with impact. According to the 2023 Edelman Trust Barometer, 63% of consumers choose or avoid brands based on their beliefs and values. That’s a loud and clear message: if your brand isn’t moving toward a clear purpose, you risk fading into the background.
So, how do you make the leap from being a brand people like to a brand people rally behind? Let’s break it down.
Likability vs. Purpose: Why Making the Shift Matters
Growing a likable brand is one thing, but making it purpose-driven is where the real magic happens. People don’t just buy products anymore; they buy into brands that reflect their values. Studies show that 71% of consumers prefer buying from brands that align with their values. And it’s not just customers—89% of executives believe purpose drives employee satisfaction.
Some brands have mastered this transition beautifully. Think Who Gives A Crap, the toilet paper company donating 50% of its profits to building toilets in developing countries. Or Tony’s Chocolonely, on a mission to eradicate slavery from the chocolate industry. These brands aren’t just selling products; they’re selling impact—and customers love them for it.
What Makes a Brand Likable in the First Place?
Before we dive into how to build purpose, let’s look at what makes brands likable in the first place.
Here’s what I’ve found:
Authenticity: People can spot fakeness a mile away. Brands that stay true to their mission and values win trust.
Relatability: If customers see themselves in your brand, they’ll stick around. This could be through humor, storytelling, or shared experiences.
Emotional Connection: Brands that make people feel something—joy, nostalgia, empowerment—create loyalty beyond reason.
Consistency: Showing up in the same voice, tone, and quality builds reliability.
Community: People love to belong. Brands that create a sense of community turn customers into superfans.
These elements build the foundation for something bigger: a brand that stands for something.
Why Purpose-Driven Brands Win (and Keep Winning)
Let’s talk numbers. A purpose-driven brand isn’t just a feel-good concept; it’s a serious business strategy.
Purpose-driven brands grow 2.5 times faster than their competitors.
86% of consumers expect brands to take a stand on social issues.
73% of millennials are willing to pay more for products from sustainable brands.
And investors are watching. Larry Fink, CEO of BlackRock, put it bluntly: “Without a sense of purpose, no company, either public or private, can achieve its full potential. It will ultimately lose the license to operate from key stakeholders.” In other words—having a strong purpose isn’t optional. It’s a must.
How to Evolve from Growth-Driven to Purpose-Driven
So, how do we take a brand from being just likable to being truly purpose-driven? Here’s the playbook:
1. Identify Your Brand’s Core Mission
What’s the deeper “why” behind what you do? And no, “to make money” doesn’t count. The best brands solve real-world problems. TOMS Shoes nailed this with their “one-for-one” giving model. They didn’t just sell shoes; they helped provide footwear to those in need.
Find your core mission, and make sure it aligns with what your audience cares about.
2. Align Your Storytelling & Messaging with a Bigger Cause
You can’t just slap a mission statement on your website and call it a day. Your purpose should live in everything you do—from marketing campaigns to customer interactions.
Take Liquid Death—a canned water brand that turned an anti-plastic movement into a viral sensation with bold, rebellious messaging. They didn’t just talk about sustainability; they made it part of their brand identity.
3. Integrate Purpose into Products & Customer Experience
Your mission shouldn’t just be words—it should be baked into what you sell and how you sell it. Oatly, for example, doesn’t just promote plant-based milk; they live and breathe sustainability through their sourcing, packaging, and marketing.
Look at your own brand. Where can you infuse your purpose into the customer journey?
4. Engage & Empower Your Community
A purpose-driven brand isn’t just about what you do—it’s about getting your audience involved. Customers don’t want to be passive buyers; they want to feel like they’re part of something bigger. Ben & Jerry’s does this by actively involving their audience in social justice initiatives, turning customers into advocates.
Find ways to bring your customers along for the ride.
5. Measure, Adapt & Stay Accountable
Purpose isn’t a one-and-done move. It’s an ongoing commitment. Brands that make big promises but fail to follow through get called out fast.
Track your impact, listen to customer feedback, and be willing to pivot. Transparency builds trust.
Final Words
Guys, growing a likable brand is great, but transforming it into a purpose-driven brand is what creates long-term impact, loyalty, and success. Customers today don’t just want to buy; they want to belong. And the brands that give them something bigger to believe in are the brands that last.
So, ask yourself: Is your brand just growing, or is it making a difference?
If you want to dive deeper into this topic, check out my podcast episode with Dave Kerpen, Co-Founder and Executive Chairman of Apprentice. We discuss the power of delegation, personal growth, and how user-generated content is shaping modern marketing. Trust me—you don’t want to miss this one.
