Kirsty Innes Marketing logo

We can do well
by doing good

I’ve seen amazing things happen when organisations embrace purposeful marketing.

It’s such an exciting time to be in business today. People are building businesses that feel meaningful to them and prove valuable to others.

The demonstration of a company’s authentic commitment to a purpose has become part of the customer’s buying decision. Engaging new buyers in memorable, experiential and truthful ways is contributing to deeper, longer-lasting, and more fruitful consumer relationships.

Putting in the effort to get this right creates both financial and social impact. Today, brands can do better by choosing to do good.

Kirsty Innes Marketing image 1

About Kirsty

After 25 years in marketing, nine of these running my own marketing consultancy, I hit a point where I realised that too much marketing is meaningless – it’s just veneer and gloss.

This was a pivotal insight for me. I saw costly and lengthy attempts at marketing for marketing’s sake, marketing that was not brand aligned, nor joined-up, nor sustainable, nor effectively measured.

So I re-evaluated the work I was doing and the purpose I wanted to live. I worked through my own process to connect with my core values. I designed a meticulous marketing process that is from purpose, with purpose, on purpose. And I vowed to advance the ‘doing well by doing good’ agenda.

I love steering companies with a clear purpose and set of values through the early stages of strategic thinking and on into defining and creating their brand. And then of course the really rewarding bit – for me, but especially for my clients – is to see the difference that well-focused, thought-out, purposeful marketing actually makes.

Almost two-thirds of millennials and centennials express a preference for ‘brands that have a point of view and stand for something’.

Purpose 2020 ‘Inspiring Purpose-Led Growth’, Kantar Consulting

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With purpose
on purpose

I live and work near the village of Sorn, in Ayrshire, Scotland. When it’s time for a break, I walk my dogs up the hill at the back, and then come home for a cup of tea. Simple. Sufficient.

I’m mindful of resources – what we generate, use up and conserve. I try to do more with less. I lean toward minimalism at home and at work. I enjoy a simple life.

At home I try to generate as much energy as the Scottish climate will allow, and insulate my old house the best that I can, to minimise my use of power, mindful of my impact on the planet.

In a similar way, I now take better care of my health; because our energy is a finite resource, and to do my best work I need to be rested and present. I manage my energy so I can do purposeful work. I believe the role of business is to be a force for good; that’s why I help businesses understand and commit to the positive impact they can make.

Simple. Sufficient. Sustainable. And so rewarding, when I can support fellow business owners to start to ‘do well by doing good.’

My commitment to impact

Learn how to grow with purpose, on purpose. Find out more about my services here.

Grow your business with compelling and consistent marketing that helps you make a powerful impact in the world.

Skills and experience

  • Strategic marketing thinking – branding and positioning strategy for competitive edge
  • Brand management and cultural alignment – authentic communications in line with organisational values (certified CultureTalk practitioner)
  • Commercial awareness – to understand the customer means to understand the commercial landscape
  • Leadership & coaching – ability to explain complex concepts and secure buy-in at a senior level; teach and offer new ways of approaching things and raising the bar of what can be achieved
  • Management & mentoring – interim management of marketing teams, mentoring and staff development
  • Agency & stakeholder management – collaborative approach to working with cross-functional internal and external teams
  • Marketing mindset – ability to embrace change; critical and creative thinking; open and collaborative; values driven; seek out opportunities for continuous learning

Accreditations and associations

The Chartered Institute of Marketing logo CultureTalk Certified Partner logo Squared Online logo B1G1 Business for Good logo Work for Good logo Women in Sustainability logo

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