When you share what you believe, you bring your mission to life. You create something relateable, engaging and meaningful. When brands share what they believe, and when we believe the same thing, we feel an affinity to them that money can't buy. We feel a connection that outweighs the impact of any clever marketing campaign, because it hits our hearts rather than our heads. This feeling of emotional connection is controlled by the limbic system, the part of our brain that is responsible for controlling emotions, memories and arousal.