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Category: Brand · 4 min read

What do you Stand For?

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on December 18, 2018

author profile photo

on December 18, 2018

Three women gathered around a table, looking at papers

Coca-Cola supports the World Wildlife Fund. WalMart supports Children’s Miracle Network Hospitals. TOMS Shoes’ business plan includes giving away half of its product to people in need.  

More recently, Starbucks stated that they’re going to phase out plastic straws from all their stores, in an effort to be more environmentally-friendly and reduce pollution.  

What about you? What do you stand for and support? 

This can be a hard question to answer, but it’s important to have an answer. Supporting a cause offers a win-win scenario for your business: you’re giving back to your community, and you’re building your brand’s credibility.  

 

Find a Cause you can Believe In  

To boost your brand and potentially attract more clients, you need to find a cause you can believe in and support whole-heartedly. Your best bet may be to get involved in a local program, such as a food bank or a local hospital. This can put you in touch with more clients in your community and is another form of building your brand. A local cause or charity could make more of an impact, because it creates common ground and shared values with potential clients, and can make you seem more approachable when they see you serving the community. Whatever cause you choose, the important part is that you’re passionate and invested in what you’re supporting. Don’t fake it. It needs to be real.  

Whatever cause you choose, the important part is that you’re passionate and invested in what you’re supporting.

The Benefits of Cause Marketing 

Once you pick a cause to support, it’s time to consider whether or not you’ll promote it. People can sense disingenuous charity instantly, so be careful not to flaunt your charitableness. It’s much more effective to get noticed doing something great. The key is to do it in such a way that people will find out about your cause or charity, but not in a way where you’re obviously touting it for gain or marketing purposes. It should feel organic, natural, and humble. Talk about it if it comes up in conversations, share one of the organization’s posts on social media, or wear a nametag with your business name on it when you volunteer. Done right, cause marketing can help build your brand, attract clients, and attract and retain employees. If people realize that you support a world-changing cause, they’re likely going to want to help you help them to help change the world. Knowing that you stand for something and have a bigger purpose beyond growing your business could make a positive impact on your client base.  

If people realize that you support a world-changing cause, they’re likely going to want to help you help them to help change the world.

Support the Cause in a Sustainable Way  

Now it’s time to determine how to contribute. Only you know how you can best contribute to the cause. It could be by hosting a fundraiser, volunteering your time, and/or donating funds. However you contribute, the key is to be consistent and dedicated to the cause. Show your clients that this isn’t a temporary thing; your goal is to contribute and support the organization, program, or initiative for the long haul.  

In the end, it doesn’t matter what you stand for, but that you stand for something. Aligning yourself with a cause or charity shows you’re invested in making the world a better place, and you want to help people however you can. That’s something that people can rally behind, and it can be a distinct advantage to help you build your business, as you serve your community.  

For more ways to build your brand and grow your business, check out our Brand Builder services.  

 

For Financial Professional use only, not for use with the general public. #18-0832-110819

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Written By

Scott Wright

Chief Marketing Officer

Scott Wright is the Chief Marketing Officer of Brokers International. Scott has more than 25 years of experience in building equity and accelerating profit growth across multiple categories and brands, including Crest toothpaste, Pantene Pro-V, Old Spice, Valvoline and VISA. Scott and his team are focused on developing innovative marketing programs and tools that will deliver growth for our partner agencies and their financial professionals.

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