Preparing Our First Pitch

A few weeks ago, we were deep in preparation for one of our first big client pitches. We sat there, fine-tuning our presentation, asking ourselves the same question that had been running through our heads since we started this agency: How do we show what makes us different?

Branding and design are often mistaken for just aesthetics—something visual, something nice. But that’s not what we do. Don't get us wrong, we love to create visually appealing things, but our focus has always been creating intentional, strategic design that serves a greater purpose—helping brands build real connections and lasting impact.

As we sat there, searching for a way to articulate what made us different, Diego shared a concept he had been refining for years. It wasn’t just about branding as we knew it—it was about something deeper. A framework he had taught, tested, and applied in real-world scenarios. A way of thinking that didn’t just focus on visuals or storytelling, but on the foundation of every great brand: relationships. 

He explained that branding failures often happen when companies focus too much on experience and not enough on the relationships they create. This reminded him of two major brand disasters that had unfolded a few years ago, examples that perfectly illustrated what happens when brands lose sight of their purpose.

When Brands Miss the Mark

In 2017, two major brand disasters captured global attention. Pepsi's notorious Kendall Jenner ad trivialized social justice movements by suggesting a soft drink could resolve tensions between protesters and police. Days later, United Airlines violently removed Dr. David Dao from an overbooked flight, resulting in injuries and worldwide outrage when videos of the incident went viral.

These failures shocked Diego, especially knowing both companies had invested heavily in customer experience research. His insight: they were focusing on experience when they should have been designing relationships. By mapping the intersection of company, customer, and community, he discovered that purpose—not experience—formed the critical center point.

This simple yet powerful model now anchors all our client work. We begin by identifying the value to be created together because there’s always a deeper reason why people found businesses, and helping them realize that vision is the greatest value we can offer.

Your Brand Is a Network of Relationships

In today's hyper-connected landscape, brands no longer exist in isolation. The era of one-way storytelling is over. Consumers are not passive recipients but active participants who shape, contribute to, and even challenge your narrative in real-time. In this environment, trying to control every aspect of your brand's story is not only unrealistic—it’s counterproductive. Instead, the opportunity lies in co-creating meaning and value alongside your audience.

Brands thrive not by broadcasting messages but by fostering relationships. People don't just buy products—they engage with brands that align with their values and invite them to be part of something bigger.

Your brand exists at the intersection of company, individual, and community, bound together by a shared purpose. It’s not just about what you offer but how you create spaces where people find meaning, connection, and value.

As illustrated on the graph, there are moments when you actively engage with individuals, the community, or both. However, what’s even more significant are the moments when these interactions unfold without your direct presence. These organic connections shape perceptions, reinforce brand relationships, and drive engagement in ways that cannot be scripted or controlled. That’s why generating a meaningful connection with a shared purpose is key.

A great example of this is Patagonia. Rather than simply selling outdoor apparel, Patagonia has built its brand around environmental activism. Its initiatives, such as the "Don't Buy This Jacket" campaign, encourage responsible consumption, reinforcing its commitment to sustainability while inviting customers to take part in a larger mission. This shared purpose not only strengthens customer loyalty and turns Patagonia’s audience into active participants in its brand journey but also allows the brand to be flexible and expand into new product categories while staying true to its values. So much so that when Patagonia decided to sell canned sardines, it didn't feel out of place.

The Value Definition Lab: Mapping Purpose & Relationships

You might be wondering—how do you actually apply this to your brand?

Building a long-lasting brand with a powerful shared purpose, like Patagonia, is no small task. That’s why we’ve developed a framework to help companies clarify and structure their purpose and narrative.

We don’t manufacture purpose—that would lack authenticity. Instead, we help companies and founders distill their existing ideas, articulate their mission clearly, and externalize it in a way that resonates with others and drives meaningful impact.

If you’re a founder reading this, an essential question to ask yourself is: Why did you start all of this in the first place? Take a moment to reflect on your original motivation—does it still hold true today? Running a company is anything but linear; plans shift, pivots happen, and challenges emerge. If you’ve been in business for a few years, stepping back and simply asking why? can provide powerful clarity. Reconnecting with your initial purpose may reveal new insights and help realign your brand with its core mission.

To build an impactful brand, you need to understand and define the drivers of value that fuel these relationships. This is where the Value Definition Lab comes in. By identifying your brand’s shared purpose, we map the relationships that shape your ecosystem and uncover the key elements that will form the foundation of your identity and story.

From Purpose to Shared Value

Your brand is more than a product or service—it’s a living, breathing force that shapes and is shaped by those who interact with it. When your purpose is crystal clear and seamlessly communicated within your company and to the world, it becomes a catalyst for transformation. You inspire alignment within your team, turning shared vision into collective action. You attract loyal customers who don’t just buy from you but champion your brand, advocating for it even when you’re not in the room. And as this momentum builds, your brand evolves into something greater—a movement, a culture, an idea that spreads effortlessly. That’s the power of a purpose-driven brand. It’s not just strategy; it’s magic in motion.

Putting It Into Action: The Plot Approach

At Plot, our methodology is built around this understanding of brand as a relationship network centered on shared purpose. We work with clients through a dynamic, iterative approach that combines strategic thinking with rapid execution:

1. Framework: We define and prioritize objectives by mapping the value relationships that matter most to your business.

2. Story: We develop your narrative architecture, connecting purpose to language and action in ways that resonate with your audience.

3. System: We build dynamic systems that can adapt and evolve while maintaining identity, designed to grow more powerful through change.

4. Activation: We create a plan that turns your brand into forward motion, synchronizing story and operations into a seamless experience.

This approach creates immediate momentum while building for the future, enabling continuous cycles of refinement that ensure your brand evolves with your business needs.

Closing Thoughts

The brand disasters of 2017 taught us that focusing solely on customer experience without understanding the broader relationship context can lead to disconnection. When brands lose sight of their purpose—their reason for being beyond profit—they risk creating experiences that feel hollow or tone-deaf.

By starting with purpose and designing for relationships rather than just experiences, you create a brand that can weather storms, adapt to change, and genuinely connect with people. In a world where authenticity is currency, this approach doesn’t just build better brands—it builds lasting value.