How to Build a Brand That Creates Social Impact

People care about you when they see that you care about them. When you set out to make their lives better, you will stand out from the crowd of others vying for their attention. 

By making a difference and adding value, no matter how miniscule it might seem, you improve their quality of life. And when you do that, you are able to earn their trust and build a loyal community around your brand.

Today, with a lot more discourse on sustainability, being socially responsible as a brand is not just an option but a necessity if you want to thrive. Beyond fostering mutually beneficial relationships with your stakeholders, your social responsibility efforts also contribute to sustainable development.

A brand that puts people, not profit, first will win their hearts. A brand that people love will continue to grow. Therefore, your vision, mission and values should match your actions. And your focus shouldn’t be on looking good on paper, but actually doing good. You should be making your immediate environment a better place by constantly striving to meet its needs.

To create a positive impact in society, you must be very intentional in your choices and actions. Here are three steps you should take if you want to create genuine social impact.

1. Listen, observe and learn

Without having solutions to a problem, would it be possible to make an impact? Of course not. To provide a solution, you must first identify a problem. Therefore, the first step in creating social impact is answering the question: what is the problem and how can we solve it?

The best way to get your answer is by paying close attention to your environment and the people in it. When you actively listen to what people have to say and carefully observe the status quo, you start to understand where you come in and how you can help. You notice gaps, pinpoint problems, and come up with solutions that work.

Go into the real world to do surveys and case studies, start and join conversations, and utilise the resources you can, to learn about issues that affect society and the best path to take in resolving them. And even if you don’t figure out all the answers at first, you still get a head start.

2. Define your vision and values

Once you determine the problem and possible solutions, your next step is to determine what direction you want to go in. You wouldn’t enter a plane that has no destination, right? You have to decide where you want to go as a brand and what drives you.

Having a big picture and core values gives your brand a strong foundation, as well as a blueprint on how you will make a difference. You are certain about what your brand stands for and where your priorities lie. You can then develop a clear viewpoint of what kind of impact you intend to make and a guide on how to successfully achieve it. You’re able to outline your goals and efficiently work towards reaching them.

By understanding your why and being conscious of your objectives, you can create a strong and authentic mission statement for your brand. Let it be the driving force behind all your efforts. It will be the pillar that helps you align those efforts with the problems you intend to solve and the gaps you plan to bridge. It should be evident in whatever you do.

3. Go the extra mile

With a clear definition of your brand’s purpose and values, you identify the part you can and should be playing. You understand how your part contributes to the bigger picture. Your focus is on how you can transcend doing the bare minimum, change the status quo and raise the bar.

When you go from merely conforming with standards and playing it safe, you go from mediocre to extraordinary. You become a trailblazer in your space, and you readily stand out.

Don’t let convention limit you from being different and making a difference.

Be the first, be the best, even when no one else is trying to. Make sure you’re very vocal about your vision and values. Speak up and ensure that your words are reflected in your actions. People shouldn’t just hear your voice but should also feel your impact. By putting in more effort than is required, you create ripples of impact.

The distance between changing the world and merely playing along is that extra mile.

Whether you’re launching your small business, working on a corporate social responsibility project, or growing your personal brand, allow these three principles to guide you if you’re truly passionate about making a positive impact in society.

#SocialImpact #Sustainability