We’re all in the thick of so many different social issues that we are constantly subjected to conversations about right, wrong, and general morality in our daily digital experience. Today, it’s almost as though if you AREN’T a part of one online movement or another, you probably don’t have much to do or say on social media...or possibly also in person. Now, brands are showing their support, speaking up, and getting involved in the conversations and movements as well.
As the sometimes overly passionate Libra that I am, I am in full support of the public alignment with whatever it is that one feels strongly about, especially for brands. HOWEVER, because the same media outlets where people are sharing stories, advocating for the disenfranchised, and commiserating about tragedy are the very ones where brands aim to connect with their customers and increase revenue, we’ve reached an interesting (for lack of a better word) point where aligning oneself, or business, with a particular cause could be the difference between profit and loss. It’s an interesting time and also pretty problematic.
Because you want to make sure that your brand is one that customers can connect with personally and feel good about supporting, publicly supporting a cause is a great idea. However, there are some best practices for making sure you aren’t damaging your brand instead of boosting it…
DO
Make sure you know as much as you can about the cause/organization
There’s no way you’re going to generate the right content without knowing as much as possible about what you’re attaching to your name or your brand identity. Your audience will quickly call you out for any inconsistencies.
Get involved in the existing online conversation
Much like any social media marketing strategy, you should make sure that direct interaction with the online community for the cause is a part of your efforts. Genuine desire to be a part of the conversation and a willingness to contribute to spreading the word will be appreciated and respected.
Try to help out if you can
What better way to show your support than to take action? Putting your brand power behind an effort such as monetary donations, encouraging volunteers, or creating promotional materials could help you not only support a cause you care about, but also amp up your brand’s reputation
DON’T
Engage in hate or anger
Where there is a cause or organization to support, there will also be people who oppose it. Don’t partake in any unkind exchanges, or speak poorly of those who might not agree with what you believe in. Whether in public OR private, it can drive customers or supporters away. (Think about the Papa John’s and NFL incident.)
Support something just to make a profit
Yes, companies use cause support and charity to help their brands. That’s fine. Don’t be the brand that ONLY supports a charity, organization, or cause for the money or attention. I would give a lengthy philosophical reason...but it’s really just a scumbag thing to do.
Support opposing ideas
Hopefully you know that being a hypocrite isn’t okay. Not only will consumers question your integrity, they’ll begin to question your capabilities. If you can’t be trusted to understand which causes you support and why, you won’t be trusted to deliver the best products or services.
Consumers these days want to know that the brands they support are committed to supporting worthwhile causes and actually have missions that align with their own values. If you’re interested in incorporating your brand’s mission and any cause you support into your marketing, enlist the help of a branding and marketing expert to help you make sure you’re doing things the right way.