Cause Branding Today

Cause branding is so important today for a company. Branding is not just colors, fonts, and a logo. It is so much more. When consumers see your brand, they also think about your purpose, vision, and values. They want to purchase from companies who align with their ideals. They can see if you are authentically committed to your character. Company’s actions speak louder than words. Consumers who see the company’s leaders and employees on social media or in the news relate the company brand and values which could be a positive perception of a company or negative.

It is important for companies to consistently review and analyze their brand.

1.      Listen to your customers

2.      Understand what they are saying and need

3.      Take appropriate action

Marketing departments must think differently. They need to take action however they must consider every angle on how the action will be perceived. Consumers are more critical than ever now. When companies act, they need to make sure the CEO, board and staff understand the action and participate appropriately.

Recently, I received an email from my insurance company. It is a small insurance company with three offices in Ohio and represents all types of insurance. The email stated that they would be making donations to non-profits in the local communities and wanted input from their customers. When you clicked on the link to the survey in the email, you were asked two questions, which office you were a customer of and then a list of non-profits to select your top pick on who you would like the company to donate to in that community. This is an excellent example on building a company brand through cause marketing, customer engagement and building customer loyalty. In addition, this is a great example of how the company is committed to their local community.

Have you noticed the new messages on some of the Budweiser semi trucks? They have been painted black with a blue line and says, “Budweiser Supports Our Law Enforcement”.  This is another example of cause marketing.

A brand is a totality of experiences. Businesses that choose to build a holistic brand, one whose every touch point connects back to a set of values, do so to forge lasting emotional connections with customers. Stand out from the crowd. Build lasting relationships with customers. Drive Sales. The right branding gives your company the competitive edge.