Brands need corporate social responsibility as an integral part of the branding process when discussing how brand purpose and corporate social responsibility intersect to deliver premium benefits to brands. It’s important to understand why.
1. Strengthen your brand
Presenting yourself as “socially responsible” is a great way to give yourself authority in your industry and build a stronger platform for your brand. People like to be associated with companies that have strong values. A good CSR strategy can make your story more compelling and even make you stand out from your competitors.
2. Attract and retain top talent
Talent is the key to a company’s prosperity. That’s why it’s important to attract and retain the right people in your organization. You might be surprised that some people are willing to sacrifice a portion of their annual salary just to work for a more socially responsible company. In other words, the most skilled people just want to feel they are making a difference in the world. This is especially true for millennials.
3. Increase brand affinity
People want to be associated with companies that are doing good because they feel like they’re better people overall. A study conducted by Nielsen found that 50% of his customers worldwide would pay more for the services and goods of responsible companies.
However, if customers feel like they are only engaging in CSR efforts to improve sales, they can lose their affinity for the brand. This simply means that you should ensure that the programs you implement are as authentic as possible.
4. Employee Involvement
As mentioned earlier, today’s employees don’t just want to work for a company that pays the bills, they want to feel like they’re making a real impact on the world around them. Engaging your staff in important social programs will naturally motivate them to work.
5. Differentiate your brand
Branding is finding ways to set your company apart from similar businesses that offer competing products and services. By committing to a corporate social responsibility strategy, you can show your customers that you are not just a copy and paste business creating the same old solutions. A company with a definition of CSR stands for something bigger than itself and for this reason it also stands out.
Also read: How brand purpose and corporate social responsibility fit together (1)
Steps for an effective CSR strategy
Now that you know why CSR planning is important to your business, all that remains is to understand how corporate social responsibility can be implemented into corporate strategy. It means creating and following campaigns that bring
Here are some steps that may help:
1. Choose the correct cause
First of all, we can’t support every charity or cause. Instead, you should choose a program that fits your business and aligns with your company’s vision.
Look for ways to confront what is logically tied to your organization.
2. Get everyone involved
Corporate responsibility usually begins with business leaders with management and executive acumen, but CSR implementation requires a brand-wide effort.Every part of the company should be involved and focused on achieving the end goal
3. Make the most of social media
CSR is inherently a social concept. In fact, the word “social” is in the name. With that in mind, we encourage you to make the most of social media when sharing your social responsibility efforts with the world. Today’s social media platforms allow businesses to reach a wider reach than ever before.
The key to being successful on social media is to not just “bragging” about what you’re doing for the environment. People want to see that your efforts are sincere and come from a genuine interest. If you appear to be participating in corporate responsibility measures just to get more customers, you are doing serious damage to your reputation.
4. Make corporate responsibility part of your brand identity
As mentioned earlier, CSR programs work best when they look and feel authentic. Never imply that you endorse something simply because you believe it is important to customers or shareholders. While you need to choose carefully what causes your community can boost, you also need to build a social responsibility program that reflects your brand identity and unique selling point (USP).
Don’t add corporate responsibility to the end of your brand message, make it an essential part of how you operate as a company. For example, if you’re a technology company that claims to be environmentally friendly, have a page on your website that explains exactly what you’re doing to protect the planet. When you launch a new product, tell people the steps you’ve taken to stick to your CSR initiatives while still offering great value.
Ultimately, the most important thing to keep in mind when using corporate social responsibility to build and improve your brand is that integrity is key. Every action must contain truth. Show your customers that you are genuinely dedicated to your cause, rather than just saying you care about something.