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The Brand’s Inner and Outer Layer
Tyson Foods, a leader in the food industry, has built its brand on the promise of
nourishing families through high-quality, sustainable products. However, a brand’s story must
resonate with its audience beyond providing a product to create a strong and lasting relationship.
To accomplish this, a brand’s inner and outer layers must be in alignment. Signorelli compares
the relationship between the inner and outer layers to the structure of a church: “The brand’s
outer layer is the church. Its inner layer is the religion that is practiced inside the church” (2022,
p. 44). The Tyson brand has utilized innovative methods to distribute meat and poultry and
connect with independent farmers (the outer layer) to serve quality food to consumers (the inner
layer).
The Brand’s Inner Layer
Signorelli calls a brand’s inner layer its soul (2022, p. 89). He says it “consists of the
inner beliefs and values that serve as the ultimate motivation for both the brand and the
prospect’s behaviors” (p. 41). A brand’s inner layer determines whether or not a brand can
connect with its audience and form a relationship. “As in any relationship, that connection must
include trust and an emotional bond. Without those things, the relationship won't last” (Chuang,
2019). Securing a customer’s need is insufficient to establish a fully-rounded and invested
relationship. That is merely a sign of a Level III connection with the prospect, but brands should
aim to establish a Level IV connection, which creates loyalty and an emotional bond between the
brand and prospect.
Tyson Foods’ story can be summed up in one word: family. It is, after all, their purpose
statement on their website: “We feed the world like family” (“Our Purpose,” n.d.). The family
aspect is so central to the brand’s business model that it “has been family-run through four
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generations” (Reuter, 2023). The brand’s website page, “Our History,” explains that founder
John W. Tyson moved his family to Arkansas during the Great Depression in order to find work
because the family was struggling financially. To its very core, Tyson is about providing for
one’s family. Tyson shows they value family through their promises to “be honorable and
operate with integrity,” “be faith-friendly and inclusive,” be “stewards of the resources entrusted
to us,” and “strive to provide a safe work environment” (“Our Core Values,” n.d.), thus treating
its customers and employees like their own family. Family encompasses the entire essence of the
brand, meaning that family makes up the brand’s soul, or inner layer.
The Brand’s Outer Layer
A brand’s outer layer is essentially what the prospect sees on the brand’s surface.
Signorelli says that the outer layer “consists of price, packaging, features, and functional
benefits, all of which are discernable to our five senses” (2022, p. 41). If a brand properly
prioritizes its messaging, its outer layer will reflect its inner layer's core beliefs and values. In
Tyson’s case, their practices should reflect their emphasis on family. One expert writes, “One
key factor that made many successful brands stand out in 2024 is their ability to stand by their
brand messaging and the promises made to their customers” (McKay-Webster, 2024). Tyson’s
outer layer is characterized by its innovative approach to meat and poultry production,
environmental sustainability, and consumer engagement. Its website places much of its focus on
its methods for innovation.
The brand has introduced a wide range of chicken products, including pre-seasoned,
ready-to-cook, and convenience-focused meal options. These innovations cater to modern
consumers' busy lifestyles and demand for quickness and convenience. They also hold true to
Tyson’s pledge to deliver high-quality, accessible food to its customers.
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Further, Tyson advertises that it has established strong partnerships with independent
farmers, ensuring a consistent supply of fresh meat and poultry that are treated ethically and
humanely. By emphasizing collaboration and support for local farmers, Tyson reinforces its
commitment to community and family values. This is evident in its marketing campaigns, which
focus on family-oriented themes. Many of the photos on the website feature families engaging in
traditional activities like gathering for a meal.
Finally, Tyson’s website shows transparency on its “Sustainability” page, where
customers can find sustainability reports that explain the company’s practices and intentions in
greater detail. They also include “The Feed Blog” on the website, which promotes customer
engagement and allows its audience to read articles about a variety of topics, including cooking
tips and recipes, stories about Tyson’s current environmental and humanitarian endeavors, and
company news and highlights. Including a blog on their website creates a social aspect between
the company and prospect, which allows the prospect to feel included in the brand’s current
affairs. Tyson’s website is wholly crafted to reflect its stated values and emphasis on family,
which shows that its inner and outer layers are working in alignment.
Conclusion
The one single reason why Tyson Foods remains the booming meat and poultry giant is
that it understands the importance of aligning its inner layer with its outer layer. As Signorelli
writes, “When it comes to faith, again, don’t just sell the church. Sell the religion” (2022, p.
123). Because Tyson was built on the essence of family, it understands the fundamental
relationship between food and family. Americans all over the country work tirelessly to provide
healthy meals for their families, and Tyson echoes that struggle and relieves it by fulfilling that
need. Because Tyson understands how the inner and outer layers work together in the
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References
Chuang, M. (2019). What Makes A Brand Successful. Forbes.
https://www.forbes.com/councils/forbeslacouncil/2019/03/05/what-makes-a-brand-
successful/.
McKay-Webster, A. (2024). 13 Shared Characteristics of Successful Brands and Examples.
https://marcom.com/successful-brands-what-makes-a-great-brand/.
Our Core Values. (n.d.). Tyson Foods.
https://www.tysonfoods.com/who-we-are/our-story/where-we-came-from/our-history.
Our Purpose. (n.d.). Tyson Foods.
https://www.tysonfoods.com/who-we-are/our-story/where-we-came-from/our-history.
Reuter, D. (2023). Meet the Billionaire Family Behind Tyson Foods, the Beef, Pork, and Chicken
Juggernaut Whose Heir Apparent Has Battled Legal Troubles. Business Insider.
https://www.businessinsider.com/who-owns-tyson-foods-history-2023-5.
Signorelli, J. (2022). Storybranding 2.0: Creating Stand-out Brands Through the Purpose of
Story. River Grove Books, pp. 158-185,
https://www.everand.com/read/385414784/StoryBranding-2-0-Second-Edition-Creating-
Stand-Out-Brands-Through-the-Purpose-of-Story#Links to an external site.
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