With so many businesses out there competing for attention, it can be more than a little overwhelming to try and stand out from the crowd. Although digital marketing changed the game and made advertising more accessible to small businesses, it had the unfortunate side effect of flooding the market with competition.
As a new brand, it can be daunting to figure out how to reach your customers and, most importantly, engage with them. You may think that a well-designed logo and a catchy hook may be enough, but not anymore. Today, brands need to engage the mind and heart of customers, and they need to demonstrate the attitudes and values they promote beyond words.
Thankfully, there’s a different path you can take – making your brand about something more. Today we want to talk about taking a brand stand – what that means, and how you can make it work for your business.
What is a Brand Stand?
Adobe [link https://theblog.adobe.com/brand-stand-show-us-your-mission/] describes Brand Stand as a viable trend for brands looking for ways to deepen their commitment to a core, passionate group of customers. Taking a Brand Stand means that your company is taking a firm stance on a particular issue. Whether it’s the environment, human rights, animal welfare, or anything else that stirs passion, it’s imperative that you incorporate this message into your marketing.
Overall, when deciding on a brand stand, environmental scanning suggests that most causes can fall into one of the following categories:
Which one of these sparks joy in you? Which of these are closely related to your business? Let’s dive into how to find the right cause and how to incorporate it into your overall marketing strategy.
What is Your Brand’s Mission?
Do you sell baby clothes? Perhaps you make the best tacos in the city. What about if you ran a news blog?
All of these businesses may seem disparate, but when you break it down, the mission statements can be applied to one of the four categories above. With baby clothes, maybe you source your materials from eco-friendly factories. Your tacos are as authentic as they come, and you use organic ingredients. Delivering the news isn’t about sharing what’s happening; it’s about making sure that the right information gets out.
Regardless of the products and/or services that you sell, your mission statement can and should be more than just where you want the company to go. Taking a brand stand is all about delivering an authentic message to your audience so that they know you are more than just a pretty logo or website.
Building Authenticity From the Ground Up
It’s easy for a company to say that they care about something, but it makes a big difference whether you stop at words or back them up. Saying that you care about the environment doesn’t mean much if your products cause more environmental harm than good.
When taking a brand stand, be sure to understand what message you’re presenting and then work from there. If your brand isn’t authentic, then people will see right through you and go straight to the competition. Thus, it’s imperative that you find a cause you believe in, as that will help you stay on the right track.
Talk With Green Vine
Developing a brand message that incorporates strong beliefs with a good sales pitch is hard. Fortunately, we’re here to help. Green Vine helps companies evaluate their brands and position them through the web, graphics, social media advertising, emails, and most import strategy. Talk to us about your brand and how we can help position you to face the challenges of today and tomorrow.