There’s so much more to the identity of the brand than just a logo. Colors, visuals, the copy you choose, and even the actions of the organization all affect brand perception. Developing effective messaging can help you strategically influence the thoughts and feelings of your customers to build perceived value in your offerings.
Brand messaging includes identity, value, position, and unique selling points to an audience. By communicating your brand’s story, personality, and key messages you can create a memorable impression in consumers’ minds.
However, being memorable is not enough to influence a consumer’s purchase behavior. McKinsey reports that your customers are demanding sustainability as well as affordability, and Harvard Business Review suggests your audience wants more than a shallow relationship, they want shared values.
Defining Social Impact in Brand Messaging
Social impact encompasses positive changes, benefits, or improvements including but not limited to:
- Community Welfare,
- Environmental Sustainability,
- Economic Development,
- Education and Empowerment,
- Health and Well-being,
- Equality and Social Justice, or
- Cultural and Arts Initiatives.
The social impact of an organization is defined in how it affects society’s well-being and development. A brand with social depth is one that demonstrates its values, showing its audience the potential benefits of alignment.
Incorporating Social Impact Into Brand Messaging with Awareness and Intention
Rather than a byproduct of marketing and communication efforts, social impact can be a tool. Brands can consciously and intentionally incorporate social impact into their daily operations and into their messaging. In fact, social impact may be one of the factors that differentiates a brand from its competitors.
At Agency 29, when we develop a Messaging Strategy for our clients, we identify the strong foundational messaging, what we call the messaging pillars. These are the ‘why’ that lead to the ‘so what’.
By being strategic and intentional, we can establish consistencies in communications for our clients. These can be employed verbally as well as in the development of digital and/or print applications of subsequent marketing elements, including public and media relations, collateral, content development, and email marketing, to name a few.
Three Reasons You Should Differentiate Your Brand With Social Impact
- Everyone Wins
We believe in a Triple Bottom Line in that People, Profit, and Planet is a win-win-win situation. Customers are proud to support a brand that creates positive change. Studies show that consumers reward this commitment by buying their products.
- Authenticity Connects
As AI arguably adds convenience to our lives, so too does it remove the need for personal interaction. Which can leave a brand stumbling to build relationships with its customers. When you include social impact and organizational values in your messages, it helps people understand and support your brand.
- Giving Back Pays Dividends
Organizations that adopt social initiatives may also be eligible for grants, funding, and tax incentives. Charitable programs also help attract employees as well as media attention for the organization.
Sharing Values and Creating Impacts to Shape Perception
Adding social impact to your brand messaging isn’t just a trend; it’s a game-changer. At Agency 29, we’ve seen this firsthand, which is why giving back is part of our brand promise.
Can we help you elevate your brand’s perception? Contact us to get started.
29 Design Studio specializes in brand development and brand management. We believe business intelligence, strategic insights, and purposeful creativity are the basis of growth. Book a complimentary consultation to discover how we can help strengthen your brand and business.