We all know – branding is more than a logo. Branding really is the face and personality of an organization. In fact, long-standing brands develop and change over time as the organization grows but there are elements of the brand that stay consistent. Like a person’s character, a business could be known for its consistent quality, customer service or dedication to their community – all elements of a business’ brand.
Intentional Branding and Identity
Intentional branding, as opposed to accidental branding, encompasses the mission of the company (purpose), vision (future), values and culture before getting into the visuals and messaging. It’s not much different from self-knowledge – knowing who you are and who you are not. On the personal level, most of us take this journey over a life time. With a brand, the process needs to be thoughtfully executed in a relatively short span of time so that the organization can rally around the brand identity and move forward purposely.
Giving as a Brand Strategy
With the holiday behind us, the traditional season for giving, I wanted to focus on how intentional giving could be incorporated into your business’ branding and culture for 2019. Being strategic and using philanthropy as a marketing and branding tool can reap many benefits for a business, as follows:
Companies that integrate purposeful giving into their businesses see an average 11% increase in sales versus their competitors.
90% of Americans are more likely to trust brands that back social causes.
85% of millennials are willing to recommend a brand based on their social good efforts.
Brand Culture and Community Support
As part of a brand culture, studies show that businesses who support their community through giving are more likely to attract the right employees and retain them. It could be that employees perceive their job as part of a bigger mission beyond a paycheck.
I recently met Donna Betts of Give with Purpose who helps business’ develop giving strategies that connect with a business’s core values, mission and culture – in other words, their brand. During the holiday season and throughout the year, many businesses are contacted by a variety of charitable organization who are often doing wonderful work but are not strategic in their asks. Most business give until the money runs out but without giving thought as to which organizations they wish to support and that dovetail with their mission.
Here are a few Maine businesses that Give with Purpose:
There are many smaller businesses who give generously to a variety of non-profits, many with a strategy for giving that supports the community and their brand and mission. Whatever your community support involves, be intentional about your giving, keep good records, and appoint a single individual as a contact person.
Non-Profits: Returning Goodwill to Supporting Businesses
If you’re a non-profit looking to attract donations, try connecting with businesses whose mission and culture dovetail with your purpose. Also, be aware, that businesses expect that their donation and support will be recognized in the community so be generous with public acknowledgement and appreciation.
What is Your Giving Strategy
Most businesses are contacted by several, if not numerous organizations, for donations over the course of a year. These organizations rely on community support to continue their mission. Work with the organizations that best mesh with your business’ vales and culture.
If you’re not sure how to develop a strategy for giving at your business, reach out to Give with Purpose to start the strategy process.
If your brand needs a refresh, send us a message at Deign@gcmd.agency or give us a call at 207-464-0016. We’d love to chat with you.
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