Consumers don’t buy a brand, they join it. But in order to gain that level of trust, the brand must give their audience a reason to believe. To identify your Reason to Believe, we begin by researching and identifying the values and meaningful uniqueness of the brand. Then we conduct the same exercise for the target demographic in order to identify their desires and values. Identifying these characteristics for the two groups allows us to identify commonality which is where we seek to drive messaging. When the consumer’s values align with a brand’s values, it creates loyalty and trust.