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How do you balance your brand differentiation and consistency when addressing social problems?

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As a brand developer, you know the importance of creating a unique and consistent brand identity that reflects your values, mission, and personality. But how do you maintain that identity when you want to address social problems that affect your customers, community, or the world at large? How do you balance your brand differentiation and consistency when addressing social problems? In this article, we will explore some tips and strategies to help you align your brand promise and your social responsibility without compromising your authenticity or credibility.

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1 Define your purpose

The first step to balance your brand differentiation and consistency when addressing social problems is to define your purpose. Why do you exist as a brand? What is your vision, mission, and values? How do they relate to the social problems you want to address? Your purpose should be clear, concise, and compelling, and it should guide your decisions and actions as a brand. Your purpose should also resonate with your target audience and differentiate you from your competitors.

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Leah Barrett

Building Confidence & Leadership through Intentional & Authentic Talent Development
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The market landscape has changed and in today’s competitive landscape people buy from people who represent your brand. It is important, now more than ever, to understand what social causes your brand stands by and represents. Of course you don’t have participate but it does give you a competitive advantage. Don’t just do it for money- do it because you believe in the social change your company can aid. Who knows you might start a movement in your name. Happy selling!

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Kris Wood

Hands-On Founders, transform your business into a brand with clear purpose and unstoppable focus—in just 60 days
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Brand purpose is not a buzzword. It's the very soul of your business. It's why you do what you do beyond making money. It's about the bigger impact you aim to make, the change you want to see in the world. Your brand purpose should resonate with your target market, inspiring them to join your journey. When your purpose aligns with their values, you become more than a business to them; you become a cause they support. Remember, people don't just buy what you do; they buy why you do it. Make your 'why' compelling and watch your brand thrive.

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2 Choose your cause

The next step is to choose your cause. What social problem do you want to address and why? How does it align with your purpose and values? How does it affect your customers, community, or the world? Your cause should be relevant, meaningful, and impactful, and it should reflect your brand's expertise, passion, and contribution. Your cause should also be specific, measurable, and achievable, and it should have a clear goal and strategy.

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Leah Barrett

Building Confidence & Leadership through Intentional & Authentic Talent Development
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This is one of the most important decisions because once you pair your brand to a social cause, it will be very difficult to, almost, impossible to undo. Taking the time to plan long term strategies will benefit you greatly! Asking things like, how might your company and society evolve in the next 10-20 years. What impact will this have on your company and the people that represent it? These are just a few sample questions that should be asked at the table.

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Geoffrey M. Roche

Son Of A Nurse Leading With Heart and Purpose || Inspiring and Equipping Leaders in the Eds and Meds || Workforce Transformation || North America Director, Siemens || Global Speaker || Doctoral Student in Leadership
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I call this showing your why! When we show out why, we help individual’s understand our mission, purpose, and passion. This truly makes all the difference.

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3 Communicate your story

The third step is to communicate your story. How do you tell your audience about your purpose and your cause? How do you show them your actions and results? How do you inspire them to join you or support you? Your story should be authentic, consistent, and engaging, and it should convey your brand's personality, voice, and tone. Your story should also be tailored, diversified, and integrated, and it should use different channels, formats, and platforms.

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Geoffrey M. Roche

Son Of A Nurse Leading With Heart and Purpose || Inspiring and Equipping Leaders in the Eds and Meds || Workforce Transformation || North America Director, Siemens || Global Speaker || Doctoral Student in Leadership
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One of the most effective ways that I have done this is acting it out. In healthcare, we often would turn to role-playing to help demonstrate the story.

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4 Collaborate with others

The fourth step is to collaborate with others. Who are your partners, allies, or influencers in addressing the social problem? How do you work with them to achieve your goal and amplify your impact? How do you leverage their strengths, resources, or networks? Your collaboration should be strategic, respectful, and mutually beneficial, and it should create value for all parties involved. Your collaboration should also be transparent, accountable, and ethical, and it should avoid any conflicts of interest or reputation risks.

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5 Evaluate your performance

The fifth step is to evaluate your performance. How do you measure your progress and impact in addressing the social problem? How do you collect, analyze, and report your data and feedback? How do you learn from your successes and failures? How do you improve your processes and practices? Your evaluation should be objective, systematic, and continuous, and it should use relevant indicators, tools, and methods. Your evaluation should also be honest, constructive, and actionable, and it should inform your future actions and decisions.

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Agata Knapek

Head of Communications @ HR Hints & Culturivy? Institute | Ludzie to si?a Twojego biznesu
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Learning from successes and failures is a hallmark of an effective approach. It seems obvious, and so often overlooked - we must establish Key Performance Indicators (KPIs) for every action we take. While conducting sentiment or behavior change analysis may not be feasible for many brands, even small brands can set engagement metrics such as social media interactions, comments, shares, and participation in related events or activities.

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6 Adapt to changes

The final step is to adapt to changes. How do you respond to the changing needs, expectations, or challenges of the social problem? How do you update your goal, strategy, or story accordingly? How do you maintain your relevance, credibility, and differentiation as a brand? Your adaptation should be proactive, flexible, and innovative, and it should embrace new opportunities, solutions, or perspectives. Your adaptation should also be aligned, coherent, and consistent, and it should preserve your brand's purpose, identity, and promise.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you balance your brand differentiation and consistency when addressing social problems?

1

2

3

4

5

6

7

1 Define your purpose

2 Choose your cause

3 Communicate your story

4 Collaborate with others

5 Evaluate your performance

6 Adapt to changes

7 Here’s what else to consider

Brand Development

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How do you balance your brand differentiation and consistency when addressing social problems?

1

2

3

4

5

6

7

1 Define your purpose

2 Choose your cause

3 Communicate your story

4 Collaborate with others

5 Evaluate your performance

6 Adapt to changes

7 Here’s what else to consider

Brand Development

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