Rooted in Purpose: The Nature of Marketing and Storytelling

For as long as I can remember I’ve loved being in nature.  For me, it’s a place of calm, connectedness and creativity. Our natural world is a spectacular place, don’t you think?

So, drawing inspiration from nature, imagine your business as a tree, deeply rooted in its purpose, reaching for the sky, and part of a thriving ecosystem. Just like the intricate balance of nature, successful marketing and storytelling require a thoughtful understanding of the interconnectedness between business, purpose and people.

In an ever-evolving global landscape, it’s increasingly important for businesses to thrive with purpose.


  1. Strong Roots: Defining your purpose

Just as a tree’s roots provide stability and nourishment, understanding your business’s true purpose is the foundation for a successful marketing strategy. What drives your company? What values do you hold? What’s your Why?

By establishing a clear purpose, you create a strong foundation that resonates with your audience, fostering a connection that goes beyond just a transaction.

  1. Branching Out: Your brand story

In the diverse canopy of a forest, each tree plays a unique role. Similarly, so too does your business, with its own unique story to tell — one that grows beyond products and services. Expand your message so that it connects with your target customer’s emotional benefit, resonating with them on a personal level.

  1. Interconnected: Your marketing mix

We can see just how interconnected nature is through the lens of trees and forests.  Just two species of oak tree support more than 2,300 other species, while some others need assistance from several other organisms to live their best lives.  When applying your marketing mix, remember that one standalone element is unlikely to flourish.  It needs the support of all the other elements around it working together, just like an ecosystem, to help your business thrive.

  1. Seasons of Change: Adapting to trends

Nature experiences seasons of change, and so does the business ecosystem. Stay attuned to market trends and adapt your strategies accordingly. Embrace the cyclical nature, allowing your brand to evolve and grow, responsive to ever-changing environments.

  1. Conservation: Sustainable marketing practices

We believe as individuals and as a business, we have a responsibility to protect and nurture a sustainable world for future generations.  Sustainable marketing practices and not just a tick box exercise. We can all minimise waste, embrace eco-friendly strategies, and contribute positively to the communities we serve. This commitment will benefit the planet and resonate with those customers who prioritise purpose-driven brands.

Just like the trees in a forest, your business can stand tall, thrive, and make a positive impact on the world. By putting purpose at the heart of your business and weaving the story into your marketing you’ll create a narrative that engages with your customers and creates a legacy that goes beyond profit.

At Instinct, we’re passionate about helping businesses grow with purpose.

We’d love to embrace the journey together, creating a story that not only captivates your audience but leaves a lasting positive imprint on the world.

Introducing Gordon Charlton, our new Business Development Executive

Aberdeenshire-based marketing and PR firm, Instinct, is pleased to announce the strategic appointment of Gordon Charlton as Business Development Executive. This move is a pivotal step in Instinct’s ambitious growth plans for 2024 and beyond, reinforcing the agency’s commitment to providing unparalleled services to an expanding client base.

Gordon brings a wealth of experience in business development and commercial management to the role, complemented by a unique background as an organisational psychologist.

“I am thrilled to welcome Gordon to the team during this exciting period,” says Managing Director, Debbie Rennie. “Gordon has hit the ground running and his expertise are already having a profound impact on the business.   His proven track record in driving business growth and his deep understanding of organisational dynamics make him an invaluable asset to our team.  With Gordon on board, we are well-positioned to achieve our growth objectives as well as bringing added value to our clients.”

Gordon shared: “I’m delighted to have joined the team at Instinct and embark on this exciting journey. My background in organisational psychology fuels my passion for understanding a business’s purpose, and I am eager to align that with innovative marketing strategies. Together with the team, I look forward to working with clients and contributing to the continued growth of the company.”

As Instinct continues to evolve and expand its service offerings, Gordon Charlton’s appointment signifies a strategic move towards strengthening client relationships and achieving sustainable growth.

Instinct Marketing + PR  delivers tailored marketing and communications support to clients with diverse needs. With a client base which spans  across the UK and overseas, the firm works to raise the brand profile and support the growth of companies on a local, national and international scale. For more information about Instinct Marketing + PR and its comprehensive suite of services, please visit