I believe that more than ever before, branding has come to play a vital role in the success of a company. In today’s socially connected and increasingly competitive business world, companies must rely on their branding teams to foster meaningful connections with customers. Take Patagonia for example. Its commitment to the environment has defined the brand right from the start.
However, from my perspective, we’ve also entered an age of increased scrutiny. Today, consumers judge brands with the same level of criticism as they do politicians. If an organization is not upholding its company values, or is silent on a trending social issue, consumers are quick to call them out.
Recently, executives at companies like Facebook and Microsoft faced consumer backlash for not taking a hard companywide stance against the government’s policy to separate children from their parents at the border. This is just one example of how brands should stand for something greater than themselves, or risk facing consumer criticism and potential hits to their bottom line.
In fact, over the last year, overall trust in institutions dropped nine points in the U.S. -- more than in any other country -- according to the 2018 Edelman “Trust Barometer, The State of Trust in Business” report. Sixty-three percent of respondents agreed that “A good reputation may get [them] to try a product -- but unless [they] come to trust the company behind the product, [they] will soon stop buying it, regardless of its reputation.” In a world full of competitive choices, consumers don’t care about just your product anymore, they also care about what you stand for as a company.
Consumers want to know that a brand cares about more than just profit, and they want to see tangible evidence that a brand is contributing to the community around them. I believe a company’s actions should always support what they believe in, whether it’s through activism or intermittent campaigns.
Don’t Sell A Lie: Back Activism With A Commitment To Ethics
Back in the ’60s, in the days of “Mad Men” and Don Draper, the goal of branding and advertising was to sell, and sell a lot -- sleek photos and witty catchphrases were what defined a brand. It was surprisingly easy to sell a mediocre product if you had great branding. Take a vintage ad for Winston Cigarettes, for example, which shows a glowing, pregnant woman smoking a cigarette with the claim that “smoking causes low birth weight.” At the bottom, in small print, there’s a surgeon general’s warning that smoking “may result in fetal injury.”
Fortunately, advertisements like this are now illegal to print and highly regulated by the Federal Trade Commission (FTC). But, if an advertisement like that came out today, consumers would likely do their due diligence and research. If a company like Winston claimed that smoking caused low birth weight, it wouldn’t be hard to see through the perceived benefit.
On top of increased consumer scrutiny, we are seeing a cultural overhaul as governments want to protect consumer rights and access to information that will inform their purchases. Brands need to consider these laws every step of the way, to make sure they are compliant in the way they advertise and market their brand.
Cigarette companies are the perfect example of brands that moved into regressive activism. Regulations and backlash against the products caused companies to produce boxes that blatantly state “smoking kills” on the packaging, and now, many release antismoking public service announcements (PSAs) on national TV as a result of the federal government requiring them to do so. Talk about real honesty when it comes to branding your product.
Be True To Who You Are
Your brand and message are the most public-facing statements of who your company is and what it stands for. Brands today know that everything they say or do will be scrutinized 10 times over, and companies’ focus and investment in brand image is likely only going to grow.
Our annual “State of Branding Report,” which surveyed 504 marketing decision-makers, found that “79% of respondents say that social and cultural issues will play a significant role in their branding and marketing strategy in 2018, while 36% are excited about exploring the trend of brand activism and cause advocacy.” It’s clear that marketing leaders know that the most successful brands no longer market to the world, but realize and execute on their duty to make the world a better place.
Look at Ministry of Supply, a fashion brand with a “one in, one out” program that accepts donations from their customers. From there, the team prepares packages that also include new Ministry of Supply socks and are delivered to local nonprofits that support refugees or asylees in the area.
Proactive Brand Activism Beats Reactive
Right from the start, a brand needs to be proactive when it comes to defining and communicating its values as a company.
Ben & Jerry’s, featured at our company’s OnBrand 2017 event, is a brand that tackles its community responsibility head-on. The ice cream company is a great example of proactive activism from the get-go, as it instills values and actions that bring prosperity to key communities such as farmers, employees, customers and suppliers.
My favorite example of Ben & Jerry’s cause marketing efforts is the rebranding of its logo, the ice cream scoop, into the shape of a melting globe to highlight the effects that rising global temperatures have on the world. It’s a brilliant and clever public-facing message that Ben & Jerry’s is taking action against rising global temperatures.
Today, consumers not only want to see this sort of stance taken by brands; they have come to expect it.
As you consider what issues your company stands for, make sure you implement proactive actions. Every image and word you put out there should be centered around your values. Smart marketers know that consumers are watching and listening, scrutinizing every action a brand takes. If more brands stand up for more than just their bottom line, they (and, more importantly, the communities around them) will reap the benefits.
