Brand Without a Cause

ARE YOU A BRAND without a cause? Sure, you're in business to make money, provide value, and all that jazz. But does your business align with a cause that helps those in need? If it does, then good for you! If it doesn’t, then you may want to seriously consider it.

Make no mistake about it: giving to charity is a good marketing strategy. And there is nothing wrong with that. It's not about greed. It's about the numerous benefits of using your brand to help others. If there's a charity that speaks to your heart and you are in a position to give back, then I feel it's your obligation. You'll often see marketing offers mention that a certain percentage of sales are going to a charity. This is a win-win-win.

The customers win because they get the product/service they want and they can feel good about themselves for helping someone in need. The charity wins because it is getting donations and attention it wouldn't have had otherwise. And you win because it's showing the community that you care. And when you can involve your customers in giving back, you'll build a super tight relationship with them.

Some studies have shown that more than 80 percent of Americans think positively of brands that support a charity or cause that they are passionate about. Almost 70 percent have said they would pay more for a product if it is associated with a cause/charity that they care about. This means if all things are equal, price, quality, and so on, that consumers will choose ...

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