Consumers today crave connections with brands that share their values. Brand marketing that champions social causes not only raises awareness but also fosters brand loyalty. This winning strategy leverages company swag to engage employees and customers, creating a positive social impact and strengthening your brand reputation. From Bud Light’s whirlwind spring to the changes in the names of the Cleveland and Washington sports franchises, you don’t have to look far to see how today’s culture affects brand loyalty.
of consumers would purchase a product because a company advocated for an issue they care about
would refuse to purchase a product if they found out a company supported an issue that went against their beliefs
These numbers can get any brand manager’s attention. However, brands must examine their customer and employee culture to choose a cause to align with. While incorporating social causes into your brand strategy presents potential challenges, it can lead to significant customer loyalty and a positive return on investment (ROI) when planned and executed effectively. For example, Nike’s “Just Do It” campaign featuring Colin Kaepernick, an NFL quarterback who protested racial injustice by kneeling during the national anthem, in 2018 or Dove’s “Real Beauty” campaign in 2004, which challenged conventional beauty standards by featuring women of different sizes, ethnicities, and ages. The big-picture win is the ability to build brand-loyal consumers.
Here’s how to seamlessly integrate social causes into your brand strategy and create loyal customers and employees who stand behind your values:
Key Tips for Aligning Your Brand with Social Causes to Create Brand Loyalty
- Choose the Right Cause: It is crucial to select a cause that resonates with your target audience and aligns with your company’s values. Research other brands like Slowtide and MiiR that have successfully used social good to enhance their brand image.
- Partner with a Relevant Charity: Collaborating with a reputable charity strengthens your brand’s credibility and amplifies your message. Many charities will join in on co-branded company swag, boosting your campaign and stretching your marketing budget.
iCool branded products partner with Shelter to Soldier™. They donate a portion of all proceeds from their Perka®, Work®, and iCOOL® collections. Donations support Shelter to SoldierTM, a CA 501c3 nonprofit organization that adopts dogs from local shelters and trains them to become psychiatric service dogs for post-9/11 veterans suffering from Post-Traumatic Stress (PTS), Traumatic Brain Injury (TBI) and/or military sexual trauma (MST).
The program also places emotional support animals (ESAs) with active-duty military and veterans. It deploys the Shelter to Soldier Canine Ambassadors, a team of certified therapy dogs and their volunteer handlers, to provide no-cost visits of love and comfort to local military, veterans and their families.
- Look to Other Brands: Slowtide, The North Face and MiiR, to see how they add brand value with their marketing campaigns that embrace sustainability and giving back as a means of connecting.
of consumers see companies that prioritize corporate social responsibility as more ethical and trustworthy, which generates positive word-of-mouth marketing and brand loyalty. Eco-friendly and Made in the USA company swag are really popular and a great way to align with a cause.
Creating Authentic and Engaging Content to Foster Brand Loyalty
Create interactive social posts, blog articles, and videos to really drive home the messaging in ways that can impact their daily lives. The 50/20/20/10 rule for social media creation is a great starting point for content strategy because it’s audience-focused and doesn’t neglect the brand.
Leverage Branded Company Swag to Tell Your Story
Company swag plays a vital role in brand storytelling. It is key to select relevant promotional products to tie your campaign and chosen charity together. Let’s use the example from above to look at how a brand could partner with Shelter to Soldier™. Here are two ways you can leverage company swag to tell this story.
Military & Made in the USA Campaign Tie-in
For nearly half a century, Pelican™ has developed protective cases, lights, and coolers for mission-critical scenarios. Pelican products protect anything you put inside. This visual and tactile tie-in resonates with the soldiers who are being helped by this charity.
Pets Campaign Tie-in
Pet Products clearly tie into the rescue dogs trained for post-9/11 veterans. They resonate with the cause and provide a strong emotional connection. Useful pet products will be used frequently, keeping your brand top-of-mind and increasing your brand awareness.
Brand Loyalty starts by Making it Easy for Your Audience to Get Involved
Brand loyalty thrives on audience participation. Make it easy for your supporters to get involved by including clear calls to action across your social media platforms. Offer donation options, volunteer opportunities, and giveaways featuring your company swag. Purchase branded gifts for key stakeholders who contribute their time and effort to showcase your appreciation.
Measure Your Impact and Publish Your Results
Measure and publicize your campaign’s positive impact to demonstrate your brand’s commitment. This transparency builds trust and encourages brand loyalty among your audience.
While aligning with a social cause can be risky, when done strategically, it can be a win-win for both your brand and your customers. By using brand marketing effectively and leveraging company swag, you can create a powerful connection with your audience and build lasting brand loyalty.
