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In this episode, Nick discusses the importance of having a mission for businesses, citing an inspiring conversation with Ben from Wirth Hats. Ben's unexpected journey into business began during his time in Copenhagen, and Wirth Hats is a brand driven by social responsibility and purpose, beyond just selling products.
Wirth Hats: A Headwear Brand
Wirth Hats is a mission-driven headwear brand founded to honour the memory of Jacob Worth, a friend of the founder who tragically took his own life. The company aims to turn tragedy into hope by supporting mental health counselling and therapy through the sale of hats. The brand’s name, "Wirth," comes from Jacob’s last name, symbolising the inherent value in everyone. Wirth Hats primarily focuses on direct-to-consumer sales, but also complements its mission with B2B partnerships, spreading its story and impact through corporate sales while balancing profitability and social responsibility.
How to Tell a Brand Story on a Website?
Wirth Hats brings its brand story to life through impactful tools like a brand video that communicates its meaningful purpose. Ben discusses the importance of effectively communicating a brand's mission to ensure customers understand and connect with it. He also emphasises the value of creative marketing strategies, such as one-for-one campaigns on mental health days, and highlights the significance of partnerships in driving both engagement and social impact.
What is a Mission for a Brand?
For brands seeking to define a mission, it's essential to take a step back from daily operations and reflect on what resonates both with the team and the customers. Identifying a cause that aligns with the brand's values and connects with customers can help form a meaningful mission. It's important to listen to customer feedback and understand how they perceive your brand. Finding relevance between your mission and what you offer, whether directly related or through impactful opposites, helps ensure that the mission feels authentic and engaging to your audience.
Creating brand differentiation
In a saturated market, brands must work harder to differentiate themselves and establish meaningful connections with customers. Partnerships play a crucial role in this, going beyond simple email swaps to create deeper, mission-driven collaborations that engage audiences on multiple levels. Wirth Hats has successfully leveraged B2B and community-based partnerships, like working with Best Buy and Patagonia or hosting events like mental health nights, to expand their impact and connect with like-minded customers. The key is creating events or campaigns that add value and resonate with your audience, encouraging long-term loyalty rather than one-off sales.
The Mission of Brand Marketing
Finding meaning and purpose in life, and in business, is essential, but it has to be authentic. Creating a mission that resonates with both the brand and its customers takes time and thoughtful reflection. Wirth Hats, with its strong mission and social impact focus, highlights the importance of clearly communicating that mission and not being afraid to put it front and centre. Brands should ensure that their story is visible and impactful, not hidden or assumed to be understood. Authenticity, simplicity, and persistence in messaging are key to engaging customers and making a real difference.
Ben’s advice on starting a brand with purpose
Ben shares a significant insight about maintaining passion over time, even when facing challenges. He expressed his surprise at still feeling passionate about his mission after six years, attributing it to having a strong purpose behind the brand. His advice to those starting out is to find a mission that resonates deeply, as this will help carry you through tough days and provide the motivation to continue making a difference, no matter how small. Having a purpose-driven business can sustain your drive and passion, even when things get difficult.
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