Lately, I have had several conversations with emerging fashion designers and beauty brands. The desire to give back was a consistent part of each chat. The perception about just starting out or not in a position to give was what each felt held them back from supporting a cause. I wrote this article below a couple of years ago. Again, I am sharing it as a way to offer an insight for emerging brands to rethink charitable giving. It is never to soon to make a difference and make a mark in this world.A brand philanthropy program is not just limited to the Fortune 500. A business of any size and at any stage can make a difference through charitable giving. If you are an emerging brand or think your design or product line is too small and you don’t have the resources to give back, lay those assumptions aside. A brand philanthropy program is a rich opportunity for established and emerging brands to make an impact in a way that is created uniquely to align with your resources, goals and charitable desires.
Nearly ninety-two percent of Americans have a positive image of a brand that supports causes (Cone, 2007). And, your brand qualifies as a part of that statistic. The study does not say, “Americans have a positive image of really big corporations that give back.” Instead it refers to businesses, of all sizes, from all different types of industries. So, 'yeah!', if you are an emerging brand this applies to you too.
There are several positive aspects to brand philanthropy programs. In addition to the intrinsic rewards you feel, there are significant extrinsic rewards that can benefit your brand and the cause(s) you give to.
Customers, clients and communities recognize brands for their philanthropy (also called community involvement). Through your charitable giving, you are creating meaningful customer and community connections. Eighty-seven percent of Americans will switch from one product to another, even when price and quality are equal, if the other product or services is associated with a cause (Cone, 2007).
The American Marketing Association defines brand as a “name, term, sign, symbol or design or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers." We also know that branding is your message and how you communicate with customers and communities. Charitable giving, when planned strategically is one way to uniquely differentiate your brand on a positive platform.
Here are just a few points to consider:
Values: Brand is based on values. Your business values influence every decision and action you make and will determine the essence of your giving program.
Mutual benefit: Strive to have a giving program that serves causes, customers and your business to make a difference in the world.
Connection: Build a meaningful connection with your customers on every level of your business. Every experience is important to defining and building your brand. Even your giving message creates an emotional connection that shifts the value perception to build customer trust and loyalty.
If you cannot define your giving program through your brand, your customers will not be able to either. Your brand philanthropy program should be aligned in an authenticate way to successfully connect your brand with customers and causes.
If you would like to read articles like this to support you with developing your brand philanthropy, you can learn more through my Brand Yourself Good(TM) ezine here.
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