Brand Tone

Inspirational, Authoritative, and Purpose-Driven. Professional and serious, yet optimistic and human-centric. Emphasizes collaboration and shared values. Uses clear, impactful, and often academic-style communication that establishes expertise in purpose-led branding and business strategy.

Brand Values

• •Purpose over Profit
• •Collective Action ("We First")
• •Humanity and Empathy
• •Sustainability and Regeneration
• •Leadership and Impact

Best Practices

• •Lead with "Why": Every piece of copy, from a social media post to a client proposal, should start from the brand's core purpose. Frame communications around the "why" (the mission to create a better world) before explaining the "how" (consulting services) or the "what" (case studies, training). This ensures the inspirational and purpose-driven tone remains central.
• •Use Authoritative and Visionary Language: Employ strong, confident, and forward-looking language. Use terms like "transform," "reimagine," "pioneer," and "legacy." Avoid weak or speculative phrasing. The goal is to sound like an expert guide, not just a service provider.
• •Emphasize "We" and Collective Nouns: Consistently use inclusive language that reflects the brand's core value of collaboration. Use words like "we," "together," "community," "collective," and "partnership" to reinforce the idea that progress is a shared effort.
• •Be Human-Centric, Not Corporate-Centric: While the tone is professional, it should always connect back to people. Talk about stakeholders, employees, and customers as human beings with shared values. Frame business challenges and solutions in terms of their impact on lives and communities.
• •Educate, Don't Just Sell: Position content as a resource for education and empowerment. Whether it's a blog post, a podcast, or a case study, the primary goal should be to provide valuable insights that help the audience understand and act on the principles of purpose-driven business. This builds trust and reinforces the brand's position as a thought leader.

Social Perception

We First Works is perceived as a pioneering and authoritative strategic consultancy in the purpose-driven branding space. It is highly associated with its founder, Simon Mainwaring, and seen as a thought leader that works with major global brands, delivering expert guidance and tangible strategic frameworks. The brand is viewed not just as a marketing agency, but as a change agent and a movement dedicated to transforming capitalism into a more equitable and sustainable system.

Copy Examples

• •Beyond Profit. Toward Legacy. We partner with brands to build movements that drive growth, shape culture, and regenerate our world. Let's build what's next, together.
• •How does a global enterprise activate its purpose across 24 brands? For VF Corporation, the answer was to embed purpose into the heart of its culture. We were privileged to guide their team in rolling out a global purpose plan that inspired commitment from the inside out. This is proof that when employees become advocates, business growth and social impact follow. See how we helped them lead with 'We'. #BrandPurpose #Leadership #SocialImpact #WeFirst
• •The future of business isn't written in boardrooms; it's co-authored by communities. It’s the shift from 'me' to 'we'. At We First, we help brands harness this collective power to solve complex challenges with simple, elegant, and human solutions. Because the world's biggest problems are also our greatest opportunities for growth. #LeadWithWe #PurposeDriven #Collaboration
• •Stop being a company with a purpose. Start being a purpose with a company. This mindset shift is the single most powerful driver for modern brand relevance and resilience. #BrandStrategy #PurposeDrivenBusiness #WeFirst
• •Is Your Brand Built for the Future?