How “Giving Back” Can Move Your Brand Forward
Dear House Rules,
I am well aware of the importance of being a good Corporate Citizen, but I wonder if how we give back matters?
A comprehensive approach to branding includes philanthropy that captivates the public. One of the best examples of branding a giving program is Tom’s Shoes who rewards consumer purchases by matching every shoe sale with a pair donated to an underserved market. Patagonia has engrained philanthropy in every aspect of their business and they encourage consumers to donate their used coat when they buy a new one from their store. Whether you have a local business or represent a national corporation, there are many ways to promote your brand while giving back.
4 Easy Ways to Brand Your Company’s Community Service
- Tie a company donation to the purchase of a particular product or sales promotion.
- Encourage customer donations to a cause by matching them up to a certain amount.
- Join the customers in a community project such as building a playground.
- Sponsor a walk/run or enter employees as a race team with branded t-shirts.
Branding comes alive when you interact directly with your client base in service to the local or global community. The trick is finding a way to differentiate your product or service offering with a positive company persona. If any of these ideas sparks your desire to give back, work with a professional design agency to keep the effort relatable to your business.