If your best customer asked you, "What do you stand for?" Do you have an answer?
Trust. Credibility. Authenticity. These are the hallmarks of great public relations campaigns. None of them are easily attainable. And all require a lot more strategic thinking than simply sending out a few news releases. Yet there are still people out there who believe that public relations is still making sure the media is informed of an organization’s activities. Not so anymore.
An organization that wants to gain its fair, or more than its fair, share of the customer’s mind today has to think about more than simply making sure the media knows what it is doing. It is not about just developing and delivering a message. It is about listening and finding ways to engage with customers.
Companies must be connecting with their customers emotionally and intellectually, as well as through the pocketbook. The key is to find ways to engage them in two-way communications or activities.
Today with the same retailers in strip malls on every other block in every city of every state, brands are more local than government. In order to remain viable, brands must be more attuned and responsive to the public.
The solution is a marketing strategy to forge an emotional connection between a brand and its customers—cause branding.
A brand with a focused cause branding strategy aligned with a specific cause that is relevant to consumers can take the next step and stake a claim in the minds of consumers. “Brand X was there for us when the storm hit. It financially supports programs to improve adult literacy. Brand X is giving back to the community and investing in our future. I will support Brand X and tell my friends and family to do the same.” This is the potential impact on reputation that a focused cause branding program can have.
Cause Branding is a continuous, 365-day-a-year association with a cause via internal and external programs. In the purest form, a brand brings its core values to life by supporting a cause or nonprofit partner that embodies those same values. It is a true branding endeavor to align a cause and a brand’s support for that cause in the consumers’ minds. It is linkage: Ben & Jerry’s and the environment; the National Football League and United Way; Lee Jeans and breast cancer. Lee National Denim Day was created 12 years ago and today it is considered by experts to be one of the most successful cause branding programs ever. Learn more about it and why it works.
Just how important is cause marketing to your customer? What are other corporations doing to connect? Discover the latest research in the 2007 PR Week / Barkley Cause Survey.
Be memorable in the mark that you make
True brand colors run deep when they're matched with a meaningful cause
