Another thing that we talk about a lot is brand values, and showing the process is one of the best ways to demonstrate how those values actually interact with your business on a day-to-day basis.
For example, if you are building an ethical clothing brand, a T-shirt is just a T-shirt. It’s how it was made that determines whether that T-shirt is ethical.
These are the things that demonstrate your brand values, not the T-shirt itself.
Being open and transparent about that is really a demonstration of what your brand stands for.
If you are creating an ethical coffee brand, whether it is a cappuccino, a latte, a flat white, whatever it might be, that is not a demonstration of your brand values.
Your values are in how it was made.
All these things build into your brand story, about the values of what you represent and what you stand for.
Obviously, it needs to taste great as well. That is your product. But the values come from the process. That is where the values are expressed, in the creation of the thing that is delivered.
So being able to communicate the process is actually about communicating values. It is about the way that you do things, the way that you do business.
Including that as part of your brand story is the missing link between purpose and product. That is why it is really important to communicate the how. How you do things, and what your process is.
