Abraham Lincoln said it best, “When I do good, I feel good. When I do bad, I feel bad. That’s my religion.” Big brands must be feeling stupendous these days, because more often than ever we’re seeing brands go the distance by supporting local businesses, increasing charitable contributions, recycling materials, and encouraging their employees to give back.
With all of those good deeds, brands are harnessing the power of emotional branding.
While some brands boast about it, others leave their acts of kindness to flourish in the background — opting instead to quietly enjoy the increased morale and employee pride. Target, for example, gives back 5% of their profits per year to communities in need, but they leave that out of their advertising. Other large companies make you feel connected by supporting local causes, such as Hannaford’s “Close to Home” program, that offers locally made and grown options throughout their stores. Saltwater Brewery is taking another approach by recycling components of the brewing process to create biodegradable, compostable, and edible six-pack rings to protect the earth.
Here at Aloft Group, along with the many initiatives our very own Matt Bowen and Groupies take, we’re given two days each year to volunteer with a charity or program of our choice. Some of our team members have used these days to give back to our military and our local elementary schools.
Though these types of programs may be an investment for small, local companies, initiatives like these are a responsible way to support local businesses and the community. For folks like me, harnessing this moxie is vitally important to the future of our world.
According to the Cone Cause Evolution Study:
- 85% of consumers have a more positive image of a product or company when it supports a charity they care about.
- 83% of Americans wish more products and services they use would support charities.
- 80% of Americans are likely to switch brands (equal in quality and price), to the one that supports a charity.
These acts of kindness attach you to the brand because they provide a sense of community and show that they share in your values. Take a look at your brand. Could you increase emotional branding by contributing to a charity, volunteering your time, or using local products?
Looking for more ways to increase brand value? Check out this article, “Straightforward Strategies for Increasing Brand Value.”