Branding is an important part of building a business. In fact, it is the foundation on which your company stands. Branding showcases your company’s missions, goals, personality, and core values in front of an audience, and it should never be merely slapped together. Branding should be thoughtful and intentional. One way to ensure a successful brand building is through humanitarian efforts.
Publicly Give Back to Community
Publicly giving back to the community shows how a company demonstrates care and kindness aside from making a profit. Why not donate a car through Wheels for Wishes, build a house through Habitat for Humanity, or help fund a community or local building like a hospital or school? Not only do companies save on taxes when they publicly give back to the community, but people will also view the company as a desirable employer. Also, giving feels good. When customers know that a portion of their money is going to charitable community funding, they will be more willing to buy and to buy more. The reason for this? You are including them in on causes that provide them with a sense of worth and accomplishment.
Showcase Ethical Practices
Another way to incorporate humanitarian efforts into building your brand is to demonstrate your ethical practices. Regal Springs has always made ethical fish sourcing part of their brand image, and as such has benefited from being different from their competitors in the industry. Show your audience that you care both about the environment and the companies who manufacture your product. This example from doTERRA’s website, “ethical companies develop long-term partnerships with growers and distillers based on solidarity, trust, and mutual respect. They should promote the growth of their partners through long-term contracts that do not maximize profit at their expense and that facilitate predictable pricing for small-scale producers to meet the consistently growing demand.” They need to find appropriate, participatory ways to involve their partners in decision-making processes and to ensure that communication channels are open at all levels of the supply chain.
Building a brand is all about belief and connecting with your audience. If your audience does not believe in your brand as a personality, they will never buy what you are selling. Humanitarian causes are a great way to build rapport and emotional relationships with your audience because feelings and emotions are what drives people to the decisions they will make. By getting involved in humanitarian causes, your brand is merely becoming one of the many emotional influences in your audience’s lives.
Company brand building comes in many shapes and forms, but in the end, your audience will decide whether or not your company will survive. Take the time to think about humanitarian causes your company can become a part of and the difference your company can make in people’s lives. If done with the right mindset and heart, your business will become successful.
If you need help in other areas of your business, check out some of our other articles: