Redefining your brand’s mission and why brand activism is vital for social responsibility.
As racial tensions continue to rise in the United States, one thing is clear: consumers expect more from brands today. Consumers want to support brands that align with their core values, so you see many big brands stepping up to be good citizens. Major names like Aunt Jemima, Cream of Wheat, and Uncle Ben’s, are speaking out (some for the first time) and reevaluating their brand marketing, logos, and the framework of their businesses to show corporate social responsibility (CSR).
As a Brand and Communication Strategist, I can tell you branding is all about perception, positioning, and promise. And because branding is the story of you: what you stand for, what you believe in, and what you fight for — not just in business, but also in life. You need to be aware of how being socially responsible and putting social issues at the heart of your marketing can define your brand.
With the upswell of the Black Lives Matter movement, some influencers and companies have been conspicuously silent, probably weighing what speaking out would mean for their brands. Rightly so…Just ask Colin Kaepernick. The reality is, brand activism is a risky strategy. But like Nike, you can win customers by championing a cause.
However, when you do raise your voice to take a stand, do ensure you are not being overly promotional, thoughtless, or doing so to simply be relevant. As Pepsi found out, the wrong approach can come off as being tone-deaf and create a public relations nightmare. Lack of knowledge can shoot your credibility in the leg and damage your brand. So when engaging in public discourse do your research, educate yourself, and ensure your words are backed up with real actions and impact. You can’t tiptoe around sensitive issues, something Facebook is being reminded of through the growing list of companies boycotting Facebook ads. People won’t reward you for rhetoric, and rhetoric without sincere action can destroy trust in your brand.
On the other hand, though you might want to stay silent because of the potential drawbacks. Do understand that silence is still taking a stand. The magic lies in creating a brand strategy for the future fueled and built on a genuine desire to seek real change. Social responsibility can take many forms and there are all kinds of ways you can have a positive social impact. The key is to find a cause that logically aligns with your values and your brand’s purpose. I actively engage in the conversations around knowing your worth, and working to make diversity a source of confidence, not anxiety. And so I use my platform to bring my values and ideals into difficult conversations.
Again, brand activism is a risky strategy. But when done right, it can make a difference in other people’s lives while boosting your brand. Your for-profit brand has more opportunities than ever to exact social change. Now is the perfect time to redefine your brand’s mission, develop an action plan with tangible steps, and build social responsibility into your brand’s foundation.
