Mission-Driven Brands Need Great Comms Strategies
Consumers are voting with their dollars more than ever before. They expect more from brands than solid products and good service- they are drawn to companies and nonprofits with a mission. Mission-driven brands are those that focus on and support a particular cause or set of values- think Patagonia, Life is Good, or Seventh Generation. Deloitte reported that 42% of millennials say they’ve picked or returned to support a brand because their products or services have a positive impact on the world.
And it’s not just the younger generations who want to purchase from brands that make a difference. A global study showed that consumers were 4.1 times more likely to trust a mission-driven brand, 4.5 times more likely to recommend the brand to others, and very significantly, 6 times more likely to protect or stick with a brand in a challenging moment. Mission-driven brands need solid communication strategies to engage, educate, and convert new customers. Here are the top five reasons why a robust communications strategy is critical to creating a sustainable impact.
Build awareness.
It might be tempting for mission-driven brands to think that their positive impact speaks for itself, but consumers cannot connect if they have never heard of you. A strong communications strategy can help a mission-driven brand build awareness of its cause or values among its target audiences. This can be crucial for generating support, building a community, and driving action.
Boost your brand’s credibility.
Mission-driven brands often need to demonstrate their expertise and authority in their particular area of focus. A well-executed communications strategy can help position a brand as a thought leader and trusted authority in its field.
Inspire action.
A mission-driven brand is often focused on creating change or inspiring action around a particular cause or issue. A good communications strategy can help a brand motivate and inspire its audiences to act, whether that means making a donation, signing a petition, or getting involved in a particular campaign.
Amplify your impact.
The more people watching your brand, the greater the impact you can have. It’s imperative that you are consistently reaching a wider audience and generating more support. By leveraging the power of social media, public relations, and other communications channels, a brand can reach more people and have a greater impact.
Foster community.
Consumers often find community online. By creating and sharing digital content that resonates with its audience and encourages engagement, a brand can build a loyal following and create a sense of belonging among its supporters. Content should be dynamic and packaged for easy sharing.
Overall, a great communications strategy is essential for mission-driven brands and mission-driven nonprofits that want to build awareness, inspire action, and have a lasting impact on the world. With the right approach, a mission-driven brand can use communications to create a powerful and positive force for change, while also creating a loyal customer base