Show us the human story and we’ll care

On Saturday morning Zoë and I arrived at Tottenham Court Road tube station and fancied a coffee. I know the area well. Out of the tens and tens of coffee shops in the vicinity we plumped for Redemption Roasters. Why? Because when we can, we like to support a brand with a purpose, where we feel something about what it’s trying to do. Redemption Roasters work with people serving sentences in prison to provide them with skills and employment experience.

People don't just making purchasing decisions because the product is the right quality or fit for purpose. They also buy because of what a company stands for. That’s as true in B2B as it is when we’re choosing where to go for morning coffee. And how do you communicate your purpose? How do you let people know what you stand for? You do that through stories.

Redemption is B Corp registered. Ten years ago the number of B Corps in the UK was under 100, today it’s close to 5,500. It's great to see such growth. But now so many brands and companies are purpose-driven it’s harder to stand out. And that’s where stories come in.

Stories cut through the noise. They engage an audience. They create an emotional connection between your product and your customers. You can tell stories about how the company got started, the mission you are on and the change you’re creating.

Last week we bought a meal for dinner from Cook, another B Corp. The risotto packaging told us the story of Derek, a former prisoner whose life has changed through working at Cook.

The risotto was tasty, but Derek’s story deepened how we feel about Cook. It’s more than just a frozen meals company in the same way Redemption is more than a coffee roaster. Their purpose - and the stories they tell to bring it to life - turns an average company into a unique company.

Whatever kind of brand or business you are, tell us your human stories. Make us feel something.