If your brand is able to translate into some value‚ not only to your consumers but also for the society‚ you are on the right track. You must have a plan in place for building a socially relevant brand that goes beyond the delivering the expectations that consumers have from the brand. There has to be some element of goodwill for the society incorporated in the brand building process that can contribute towards creating a socially relevant brand.
Your Initiative Must Go Beyond Brand Benefits
Today‚ brand benefits are not the only thing that consumers look for in a product or service. They also look for value in terms of societal development. Creating a brand that is socially relevant can be achieved by addressing specific social issues through your brand image. Of course‚ the issues must concern a fairly large section of the society for your efforts to get noticed. The moot question is how companies can build brands that can address societal issues. There has to be a proper corporate strategy in place to achieve this. Building brands only for business growth is not good enough.
Have a Vision That People Can Identify With
Every organization must have a corporate vision that should incorporate a strong connection between business performance and responsibility towards society. Any brand that is committed to improving the society through a series of well-established and planned measures can improve their rating among consumers. Companies are waking up to the critical importance of building a strong and socially responsibility platform that their brand can be readily identified with. This can go a long way in making a brand relevant to the people.
Work With Reputed Social Organizations
Brands can achieve this by working closely with organizations that already have a solid social responsibility image to launch initiatives that can benefit the society in several ways. Some companies are using their brand image to promote cleanliness in the society while others are focusing on creating education opportunities for the economically deprived. You can tie your brand image to any of the numerous social causes associated with development of society and its elements.
Plan Events And Follow Up
Events can be planned to highlight social causes and chart activities that can help in their improvement. You can inspire staff members of your organization to participate in such programs directly or utilize the services of an external agency to carry out these programs.
Most companies focus on social causes such as cleaning the environment‚ providing basic hygiene amenities to those who are deprived of proper hygiene infrastructure and arranging for educational facilities to children and adults of the economically backward sections of the society. There are many brands that have lived up to their commitment to the general well being of the society. Customers view these brands and companies as unique and having a sense of responsibility.
Building a socially relevant brand takes planning‚ effort and proper execution. When done rightly‚ brands can create a solid and sustainable identity and strengthen its recall value significantly. Commitment must be adhered to and there must be follow up action to ensure continuous visibility.
Kanika is an expert in digital marketing with a series of successful campaigns to her credit. As the Digital Marketing Manager, she has been instrumental in bringing in newer ideas and innovative ways of implementing them for broader success. She help businesses to understand the tremendous power and reach of Search Engine Optimization and Social Media Marketing.