Most people know that organizations designed to generate revenue care about money. Even non-profit organizations care about money, even if they don’t spend more than they make to keep their lights on and their operation either in stasis or focused on expansion so the work they do can spread.
As such, whenever we see a company or brand of any kind reach out to us, we immediately assume that they’re hoping to trade goods or services for our hard-earned money. There’s nothing wrong with this, of course. However, it can be boring from time to time.
Why listen to advertisements, for instance, when even the slickest videography is simply designed to part us from our cash as quickly and as comprehensively as possible? How can firms stand out despite this obvious need?
Well, here’s where the value of having your brand speak for something larger than itself comes in. When you have a vital cause to champion, standards to chase, and a mission people can relate to, they begin to care. Even if that means becoming a patron or invested supporter of your company, your audience feels part of your journey and as if they’re committing to good through you.
The best part of all this? With this explanation of how to foster a brand movement, you’ll see that you can perform a great deal of good with such a focus, too. Let’s consider what that may mean in the long run:
Unifying Your Audience
There’s nothing quite as unifying as bringing together your audience behind something you can believe in. For instance; think of how all of the vegan substitute food brands are taking in environmental concerns and placing them at the forefront of their brand principles. They don’t discuss how meat is a poor option for this, instead, they sell a solution without judgment. They showcase how new and exciting their products are compared to those on the market, and even have fun challenging you to spot the difference between ‘real’ meat products and the vegan substitute. When you can unify a large audience this way, generating your values, your marketing will thrive.
Energizing Your Firm
It’s good to have your staff rally behind a cause also, and not just behind your yearly profits or margins, but behind something, they feel they’ve worked on and have brought into fruition. Products that help iterate on the last model, services that keep clients happy, and being part of communities and causes (even something as simple as sponsoring local events) can make a big difference. When your firm integrates with other initiatives, all of a sudden it becomes a place where the work you do carries on beyond yourself. Even small firms can know the benefit of this.
Selling A Narrative
Narratives are intrinsically powerful marketing tools and can help people lock into what you have to offer more readily. For instance, this explanation regarding how to generate and benefit from a brand movement can serve as a fantastic set of insights; because when companies adopt narratives and even curate them, the values of that narrative do the marketing work for you. What’s more is that if you believe in this, you all of a sudden have more metrics of success to gauge your business by.
With this advice, you’re certain to have your brand speak for something larger than itself; in the best possible manner.