Beyond offering a great product or service, communicating the essence of why your business exists can be a key factor in attracting loyal customers, employees, and aligned partners. To uncover the most effective ways for small businesses to communicate their "why," I spoke with three experts in communication strategy and techniques.
Adam Katz, founder of In–Practice, a consultancy serving small and medium-sized creative businesses and nonprofit organizations, lays the groundwork for his business by defining purpose.
“It’s the future state a business is trying to achieve, with all aspects of the business – from values to strategic objectives,” he says.
The Crucial Role of a Business Purpose
Charlotte Levitt, global director of marketing and communications for B Lab Global, the nonprofit organization that certifies B Corporations, emphasizes the growing importance of purpose-driven business practices.
"Increasingly, we understand that everyone considering supporting your business cares about your purpose,” she says. “Consumers, employees, investors – everyone wants to know why you exist beyond just profitability. This is more than a trend – it's evident in various studies and data.” Levitt points to The Edelman Trust Barometer, an annual report published for more than 20 years, as a resource to help organizations tailor their communication strategies and engagement efforts based on trust trends.
Understanding the impact of trust on stakeholders' decisions and perceptions can shape communication strategies around business purpose, Levitt says.
“It's crucial for small businesses to prioritize their purpose,” she adds, “because so many of those who can support and make your business successful deeply value it."
Integrating Your Purpose Into Your Marketing
Nadia De Ala, founder of the career and leadership development company Real You Leadership, credits the growth of her business to its crystal-clear purpose – to close the intersectional leadership and wage gap for BIPOC women and femmes of color. This purpose, guiding every aspect of her work, is the foundation for everything she does.
De Ala, who values flexibility in general, advises, “Allow your business purpose and mission to evolve as you grow and change.” Her own mission has shifted over the years, leading her to a recent significant life decision – to move from California’s Bay Area to Oaxaca, Mexico, where Real You Leadership will continue to evolve.
“Stay curious,” she says, urging entrepreneurs to pay attention to what serves them and their business over time. “Don't be attached to anything that doesn't feel right anymore, or doesn't feel aligned with who you are and the purpose and impact that you want to make.”
She encourages small businesses to prioritize their mission statement, weaving their purpose into all of their marketing materials – throughout their website (especially on the homepage), in bios, blogs, on every social media platform, and on slide decks during speaking events.
“On social media, action speaks louder than words, while statements about brand purpose and values can seem empty and thirsty. The most powerful purpose statements invite communities to join in pursuing meaningful causes.” — Adam Katz, founder, In–Practice
Showcasing client testimonials and case studies can also help communicate your mission and impact. "Show clear qualitative and quantitative data whenever possible,” she says. “If you help somebody save money or time, if you help somebody make money or be able to live their biggest dreams or do something more efficiently, you want to be able to capture that in words and share that.”
Communicating Your Purpose on Social Media
The three main functions of a purpose or mission statement, says Katz, are to provide consistency among leadership, clarity for employees and networks, and to serve as an organization-wide filter for decision-making. To share those consistent behaviors and policies externally, he encourages social media strategies that prioritize consistency, authenticity, and genuine actions.
“Stop the talk, and start the walk,” he says, urging brands to prioritize tangible steps over empty declarations. “On social media, action speaks louder than words, while statements about brand purpose and values can seem empty and thirsty. The most powerful purpose statements invite communities to join in pursuing meaningful causes.”
Sharing genuine actions – which might include advocating for social or political issues, or showcasing active participation in community events – can reduce the risk of virtue signaling. Social media, Katz points out, can be a platform for constructive engagement or a mere tool for self-promotion, depending on how brands leverage it.
Weaving Your Purpose Into Hiring, and Beyond
Along with social media, purpose can also be conveyed through networking, customer interactions, and hiring practices, Levitt says, emphasizing that purpose-driven businesses often attract employees who align with their values. “There's a company called Greyston Bakery, a B Corp based in New York, that practices an innovative approach to hiring. They offer opportunities to individuals regardless of their backgrounds. If you're willing to work and demonstrate your capabilities, they'll give you a chance, even if you have a criminal record or a low credit score.
“This inclusive hiring strategy results in a workforce that is exceptionally loyal and high-performing, yet often overlooked by others in the market,” says Levitt. “Greyston Bakery benefits from a unique and diverse team, thanks to their commitment to openness and fairness in hiring."
Articulating the heart of your business can foster genuine connections with employees, investors, customers, rippling outward to build trust. Clarifying your core mission and embedding purpose into the DNA of your business can help strengthen bonds with stakeholders, paving the way for a future state of growth and positive impact.
