Building a brand isn’t just for corporations. All businesses no matter the size need to have an authentic brand message in line with their values and offerings. When you do work with a charity or a business committed to social innovation, that can become an integral part of your image as well. What can you do to define your socially conscious brand?
Build a strong foundation
A fundamental understanding of your business and market will get you started on the right path.
- Understand the niche that you’re in and how you can incorporate an image of business ethics and social responsibility to help you differentiate yourself from the competition.
- Know your target market inside out so you know there’s a demand for your products and services.
- Capture how your products and/or services match your audience’s needs, so you can create a brand message that lines up.
Make sure your store embodies the socially conscious brand
Create a physical brand presence that you can shape through your staff.
- Completely understand what your brand stands for then explain it in an elevator pitch.
- Train your staff so they’re on the same page, especially when it comes to the meaning behind your connection to business ethics and social responsibility.
- Have a process in place to help employees keep the core of your brand message accessible at all times. That way they can draw on the right story regardless of the situation.
TIP: If you’re running a fun, interactive children’s playhouse then that’s the kind of attitude you want out of your employees. That’s how you make sure your store stays true to the core of your brand.
Create messaging for every level of consumer interaction
Speak to the consumer the right way, no matter what channel.
- Think of the different scenarios in which your employees will interact with customers, and come up with a strategy for how they can approach those interactions as brand ambassadors.
- Create a system of accountability that makes sure employee-to-customer messaging stays on brand and always stays true to your business ethics and social responsibility.
- Craft a strong first and last impression when communicating your brand with the public. You’ll capture their attention and leave them wanting more.
TIP: As a way to help your socially conscious brand stay consistent, come up with copy, phrases and descriptions that explain your position. Get staff to memorize them so they feel comfortable with it.
Talk to the people that care
Develop a loyal fanbase that grows itself.
- Brand advocates can share your winning message, but make sure they understand how you want your message to be shared.
- Crowdsource supporters of the cause you associate with to improve their association of your brand with business ethics and social responsibility.
- Make sure to reward your best consumer advocates with coupons, perks and other freebies. They’ll just be more willing to spread your message throughout the community.
Building a socially conscious brand takes a lot of time and effort. But if you define your brand the right way, your business will be better off for it.