Using CSR as a branding tool?

Nowadays Corporate Social Responsibility (CSR) is not just a compliance, but a very important division in organizations. There has been a gradual realization that CSR also helps to create a recall in the minds of the target consumers. Due to increased global competition and media muddle, companies are using different mediums to increase visibility.

CSR should not be looked upon as a sales tool or expect any ROI. It always needs to be seen as an activity for the social well-being. But if smartly used, CSR can be one such tool that can not only help to create Brand awareness among the consumers but also build a positive Brand Image in the minds of the potential consumers. Portraying yourself as a responsible corporate is in itself a big branding. It is important to impact the communities around your workplace and always give back to the society. Designing goals and a vision beyond products/services and profits definitely provides a warmer image of your organization.

CSR strategy need to be driven from the top level with a vision and given importance in order to be effective. Most companies are losing out because there is often no integration in strategies between CSR and the` company objectives. For the Employer, CSR strengthens brand and reputation and for Employees, it creates a sense of pride in their Employer. Involvement of employees in CSR activities is a great engagement tool and helps retention. Employee driven CSR programs can give the employees a break from their routine work and the satisfaction of contribution towards the society. Various skill sets of employees can be utilized to plan and implement various projects. The workforce support helps to drive sustainable projects and constantly engage with the community and bring the direct connect. Outsourcing or funding the entire work to NGO’s and related agencies may not have the similar effect as compared to work done by a company directly. A branding strategy in place for the projects can ensure visibility for the kind of work done. Sustainable projects also gives an opportunity to pitch PR stories in media which creates positive brand visibility. Good branding at sites where any project has been executed is another opportunity to mark your presence. Testimonials of benefitted community can also trend on the social media and help create buzz.  

Thus if CSR is smartly used as a Branding tool, it can be very effective. Always remember, CSR isn’t just a box to be ticked off, it’s an integral part of defining your brand journey. The approach towards CSR strategy must be in the way you do any other project, where one sets targets, timelines, establish key performance indicators, hold people accountable and measures results.