• by Samantha Sackin , Yesterday

Organic Valley’s Vice President of Integrated Marketing writes "Brands that truly resonate with consumers understand how to connect, inspire, and strive to make their lives better.

In today’s dynamic marketplace, making a meaningful impact as a brand isn’t about broadcasting messages loudly or more frequently. A brand can make a more meaningful impact and more lasting connections through deep listening and purposeful action.

This works because influence is not a one-way street. Impact is earned, not claimed. And brands that truly resonate with consumers understand how to connect, inspire, and strive to make their lives better.

Lead with Purpose and Authenticity
A brand’s impact must be rooted in its DNA. Purpose-driven actions aren’t a marketing tactic. Rather, they’re a compass for decision-making. When a brand’s social impact stems from its core values, the message feels genuine and enduring. Today's consumer is very marketing aware. They know the difference between authentic and performative actions. Real impact comes from aligning every action with a mission that matters. At Organic Valley, for example, our commitment to sustaining family farms is more than just a campaign. It’s the reason we exist.

Build Trust Through Transparency and Accountability
Trust is the currency of modern branding. To build it, brands must decide on clear, measurable goals regarding loyalty, satisfaction, and sentiment. It’s not enough for a brand to just say "we care." An impactful brand must show how much it cares about its consumers, and that means being transparent about values, practices, and results. 

At Organic Valley, we hold ourselves accountable by delivering on our promises and sharing our journey openly every day via our consumer-facing communications, our website, and by publishing a biennial Impact Report.

Create Loyalty Through Connection and Experience
Impactful brands don’t just sell something. They must also create experiences that delight and engage. Loyalty is born when consumers feel seen and heard. That’s why it’s essential to invest in community engagement, emotional storytelling, and consistent, positive customer experiences. When consumers feel a brand is part of their story and not just a product in their carts, they become advocates, not just buyers.

Impact Begins With You
Making an impact as a brand isn’t about checking off boxes. It’s about showing up with heart, clarity, and consistency. It’s about knowing who you are, what you stand for, and how you can make life better for your consumers. When brands strive to do more than just get impressions, when they lead with purpose and act with integrity, they can truly make a difference.

If you’re ready to elevate your brand’s impact, start by asking a few simple questions. What do we stand for? How do we live our mission every day? Invite your teams into that conversation and set them free to challenge your strategies. And most importantly, listen to your consumers. That’s where real impact begins.

If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.