Have You Connected To Your Cause?


Brands today strive harder than ever to rise above the din of conversations to make lasting impressions on their target audience.  Aligning your brand with a social cause that is in sync with your values and goals has become an important way to attract and keep a growing fan base of followers.

After presenting to an organization of non-profits last week on the importance of branding for their marketing efforts, it occurred to me how many of them try to reach a broad audience with their specific appeal, rather than align themselves with business or personal brands that could elevate them faster to broader recognition.

Companies that are successful in partnering with their customers for social causes share similar traits.  They start by considering their consumer’s purpose and needs (not just theirs), then engage them in a series of truly meaningful experiences that make an impression for a lifetime – not just a moment.  That life-long impact creates a more meaningful bond with the brand, and ultimately results in benefits directly to the bottom-line.

Social cause marketing isn’t just another marketing fad, it’s an opportunity to re-think how you connect with your customers, and how you might create a process that delivers truly meaningful communications that have an impact forever.

Mutual Values

If your brand is clearly defined, you’ll have a core set of values you can easily communicate.  When you align those values with another cause that people already support, it’s another important validation that your part of their tribe and culture.  Social media allows us to show our support with a simple click, which is a perfect opportunity to open the door to a much deeper relationship.  By creating messaging and online resources that align with the right cause, you’ll not only increase your brand’s awareness, but you’ll drive action and inspire others to follow your lead – which in turn strengthens your brand’s online appeal.

Finding The Right Fit

Your cause doesn’t need to come by an already established formal organization or nonprofit.   The key is identifying a cause that your brand and others can eagerly support.  The key is to find a connection  between your brand and a cause that makes sense – especially to your specific audience.

Start by asking yourself what are the things your service or product is invested in for the long run.  What do you really believe in?  What type of belief would inspire others to buy your products/services and support a cause at the same time?  While the process may seem a little callous at first, it’s critical to take into consideration how to partner with your cause in a way that benefits everyone – especially your brand.

Align The Messages

Ask yourself a few key questions before you commit to a cause.  Where is your brand now, and where does it want to be? By aspiring to what you want to become, you begin the motivation for uplifting the partnership between your brand, and your cause.  Focus on becoming inspirational and sharing stories that can resonate with your specific audience, and entice them to share with their circles of friends.

What can your cause engagement do to really inspire people?  What stories can you create that will undoubtedly be shared with your friends and their friends?

Resist the temptation to insert your message into the cause.  Authentic cause relationships must be honestly transparent.  Once your audience gets an inkling of an idea that you’re using the cause simple to benefit your brand – the benefits vanish.

However, once you engage the right partnership and align your campaign messaging with their cause, you’ll create something that resonates with your audience…not simply more information for them.  Be sure to stay focused, and don’t forget to exercise control to keep your messaging on task.

Here’s Your Chance To Think Big – Really Big

The smallest campaign can catch a wave of support if it’s properly positioned and delivered.  Social media enables even the smallest cause campaign to go viral – and it doesn’t take much other than transparency and honesty to reach thousands of supporters with very little investment.   While you’re building that relationship, don’t forget to dream big, and inspire others to follow that dream.

Now is not the time to think solely about your brand’s engagement – dream of how big you might grow your cause related campaign and how best to work toward that together for everyone’s mutual benefit.

What causes is your brand aligned with?  Can you share an example of how cause marketing has worked for your brand?

Building A Smarter Brand


If you’re an entrepreneur in today’s market – my hat’s off to you.  You possess the power to see opportunity where others see obstacles, and you know how to act quickly to take advantage of that window to success.  Time, in today’s economy, is more precious and fleeting than ever as our lives move faster with technology and communications.

Besides endless hours of hard work getting your business financed and established, today’s entrepreneur wears an additionally daunting cap – broadcaster and market leader.  Building a loyal following of customers and fans is more important today than ever before – and the channels to reach them are increasing in complexity and reach with each passing day.

In the heat of the hunt for immediate results, many new (and existing) businesses dash past the brand development stage, and march quickly into delivering logos, websites and collateral from limited or multiple resources.  Who has time to ponder the personality of the language used to describe your product or service?  People just want to know about it, and hopefully stop long enough to pay attention.

Breaking that pattern of rushing to market is a key component to building a solid communications foundation that will serve you and your growing business for years.  Spending the time creating and defining your brand platform with a team of professionals will not only save you precious time, but precious funds in the short and long-term.  If done right, your brand platform will influence every single business decision you’ll make today, and in the future.

So what are the real bottom-line benefits you’ll get from establishing a solid brand platform and strategy?

1. Stand Out From The Competition

So much competition, and so little time to compare for too long, the window of opportunity to connect with today’s consumer is ever decreasing.  We multi-task on a variety of devices, all while maintaining several streams of conversation and potential distraction.  “New and Improved” simply isn’t enough to attract and keep consumer’s attention today; you have to prove your real, authentic value in competition with everyone.  Truly standing out in today’s market is harder than ever – and reaps even greater rewards when done well.

2. Communicate Your Value Quickly And Clearly

With a solid brand strategy and well-defined personality and language, you’ll be able to  speak with clarity and speed.  While speeding down the highway in your car, your billboard will have but a few seconds to be attracted and memorable to a stream of potential customers.  The internet is like a highway as well; with similar rules of quick and clear attraction requirements.  Keep your message concise and most importantly – make it memorable.

3. Attract Both Customers And Investors

Ask any budding young entrepreneur today who is just beginning to develop business ideas, and they’ll confirm that a strong brand is something they must have to secure funding.  “Build It And They Will Come” is notorious as a poor rationale to develop a product or service.  As humans, we want to believe that our realm of experience is similar if not exactly like our target market’s… which is often not true.   Spending the time to clearly define your target market, and give them reasons to buy from you from their perspective and experience is a critical step to financial returns.

4. Enjoy Lasting Marketing Returns

A well-defined brand platform is one business strategy that gives back for years if executed correctly.  As the company grows, so do you expand on the foundation that was established through a formal branding process.  Without that foundation, you’ll likely change messages and tactics enough to never gain traction in any specific market; and waste critical resources of time and money while doing it.  Developing a solid brand promise also translates into better information for creative expression; saving you time, money, and the sapping effort of going through rounds of creative attempts and evaluation.

5. Grow Faster With Purpose

One of the biggest challenges facing small businesses is to stay on track. It’s hard to know which opportunities to pursue, and which ones to pass on. Particularly when you don’t have the structure and decision-making processes of a large company. A well-defined Brand should be used as a continual, actionable filter to review everything: products, partnerships, people for fit to your core values. If they don’t fit, even if they have merit, then pass.

Brand platform building, especially defining your target market and your unique positioning is a powerful need for every business.  Many businesses see the branding process as a challenge, and not an advantage.

How do you see branding in your business today?  Is your brand platform clear to you and your market?
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Focus Your Branding For Success


One of the important challenges we face as a communications team is convincing new and old companies that having a formal, written, focused marketing strategy is and essential foundation for success.  You’d think this wouldn’t be all that difficult to accept from a logical perspective; planning is key to reach any of your goals.  Yet, we’re constantly surprised at how few do have one, and how many say they do… but really don’t.

Focus, in marketing, is critical.  The risk of losing focus is failure, and often signals the end for a brand.  But how do you go about focusing and developing a cohesive, integrated brand marketing strategy?  Our advice (obviously) would be to hire a professional to help you… unless you have a strong background in marketing; let alone advertising, public relations, social media, and web development.  All of these important brand strategy tools are there for you to consider, and strategically plan into an actionable list of tactics and to-do’s.

If you don’t have the experience or funds to invest in a professional’s guidance and help, strategizing and defining your unique communications is more than challenging – it’s nearly impossible for many entrepreneurs and emerging brands.  Although you may not have the resources to hire a professional or agency, the need remains, and many businesses close their doors because of scattered and unfocused brand strategies.

There are a few mistakes that continue to reveal themselves when investigating our client’s unique brand stories and goals.  If you can identify any these trends in your communications, consider that it might be time to adjust your thinking and plans:

Serving Too Many Masters.  Focus your attention on one, possibly two messages at any given time.  Consistency is key – in both appearance, tone, and frequency.  If you can’t clearly communicate your value in various time frames you’ll encounter from the elevator pitch to the hour long lunch, you’ve not defined your brand clearly enough for anyone to easily understand.

Not Everyone Is A Fan.  In fact, few people will be fans as you introduce and continue to communicate your brand’s services or products.  If you’ve not defined your target market with extreme precision and detail, you’ll not spend your time or money wisely with a shot-gun approach.  Your unique enthusiasm for what you do, and who you serve needs to be carefully tailored to be in the tone and mode your very specific audience is welcoming.

Cheap Is Not Always Good.  That 150,000 coupon booklet opportunity might seem like a great media buy – until they scatter your brand in the wind after delivery to your neighbors doorstep.  Randomly choosing media options that appear to be a good deal is not part of a targeted media campaign.  While great deals happen, you need to have a media and communications plan (PR+Social Media+Advertising) that broadcasts your message to a very specific audience. Start with a 90 day commitment at a miniumum with good frequency for that specific media channel.

Not Following The Herd.  Investing time mingling in social circles that your brand should be known is, including networking events and social media channels, may be one of the most effective use of time and money for your brand’s success.  Even the largest national brands maintain strong social presences in their specific industry’s circles.  Once you’ve got a solid brand strategy and communications plan in place, it’s critical to network your way to larger circles of connections – and opportunity.

Don’t forget – the 80/20 rule still applies in brand marketing today, especially with tighter budgets and more communication channels to choose.  Time is still money – and spending both are critical first steps for any brand – no matter what its age.  If you find you’re in need of direction with this critically important step in branding, please contact us.

Focus your brand’s strategy on an innovative, integrated communications plan – and get started on the path to greater rewards for your investment of time and money now.

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