Branding is More than Design: How Pursuing Brand Clarity Pays Off

Leverage branding to build connection, galvanize movements, inspire action, and connect people to something bigger than themselves.

August 14, 2018

Branding doesn’t always feel like a top priority for change-makers. It doesn’t necessarily translate directly into impact or sales in the same way that providing a product or service can.

However, the value of branding goes a lot deeper than the design of a website or business card. When done well, branding can create the foundation of what ‘makes you, you’ and it can be a powerful asset for achieving your impact goals.

When branding is overlooked or misses the mark, it will weigh down your impact.

If you jump into branding without much thought or consideration, you may end up with a brand that is misaligned or doesn't feel like you. Poor branding sends your organization into the realm of vague and forgettable, or worse, it leads to a confused team and customers.

When you go through a thoughtful branding process, your company or organization can emerge with a powerful articulation of why your work matters, and a vehicle to help get others onboard.

Namely, branding can:

  • Give your venture personality

  • Set you apart and help distinguish your value proposition

  • Serve as a vehicle for movements

  • Give a company direction

  • Build loyalty and trust among customers

  • Foster organizational culture

  • Develop emotional connection with customers

  • Increase sales

Branding Gives Your Venture Personality

Good branding gives your organization a personality that customers and stakeholders can connect with.

Think of a social change brand that you admire. If you had to visualize that brand as a person, you could likely imagine what this person looks like, what they are wearing, how they speak, and how they act when they walk into a room, because you resonate with the brand.

When seeking out organizations to work with or buy from, different customers are attracted to various styles depending on their preference and the situation. For instance, when shopping for a mobile phone provider, some customers look for a serious company that portrays reliability, whereas others will gravitate towards a lighthearted brand that promises economical prices.

Branding is a tool that helps your organization's personality shine through. This personality comes across in the way a brand communicates with words and images, and through its marketing and communications channels.

Example: Who Gives a Crap

Who Gives a Crap first made a splash with their memorable crowdfunding campaign on Indiegogo where co-founder, Simon Griffiths, makes his case to raise funds for their first bulk order of toilet paper. For the campaign, Simon held a ‘sit-in’ and sat on the toilet until they reached their $50,000 fundraising goal (50 hours in total).  Bright imagery, puns, and humor capture the playful nature of this toilet paper company that uses 50% of profits to support sanitation projects.

Infusing Who Gives a Crap’s branding with such personality turns a mundane and relatively forgettable product into a fun and memorable experience.

Branding Sets Organizations Apart and Helps Distinguish Value Propositions

Branding sets your organization apart from others that are doing similar work.

Two organizations offering a related product or service can set themselves apart with distinct brand positioning and personality. When two options have a distinct brand flavor and style in their marketing and communications some audience members will resonate more with one type of brand than another even when the offers are comparable.

Example: Ten Tree

One example is the clothing brand, Ten Tree, which plants ten new trees for every product sold. Since inception in 2012, the company has planted over 21 million trees.

There are countless clothing companies, and many also have a focus on sustainability or the environment. It would be easy to blend in with the rest, but central to Ten Tree’s brand is appreciating nature and embracing adventure in the outdoors. This high-energy messaging coupled with their commitment to plant ten trees for every product sold resonates with active millennials seeking a purpose-driven and stylish lifestyle brand.

Branding Serves as a Vehicle for Movements

“Branding has become democratized in that people are creating symbols to signify values, to signify beliefs, and now to signify movements.” - Debbie Millman

In the Debbie Millman on Branding for Social Change Master Class, Debbie talks about how branding has been leveraged, especially in this age of online communication, in ways that support movements, not just organizations.

After the terrorist event in France, someone created a logo that was the Eiffel Tower integrated with a peace sign. This instantly became the symbol for people who cared about what happened and wanted to have a conversation about it.

This type of social change brand emerges organically and does not specifically support any one organization. Instead, it serves as a more generalized symbol for people to rally around.

As Do Something Strategic reports in their 2018 Survey of Young People and Social Change, “Almost half of respondents believe that “In the future, I will…change the world in a meaningful way,” but just over a quarter believe that they are part of a “larger social movement to solve social problems.” To respond, Do Something suggests that companies should: “Provide them that opportunity, lead by example, foster connectedness, and you’ll build a stronger company and healthier community.”

Brands can galvanize movements by giving people a symbolic way to say “I believe in this, too.”

Brand elements can act as a shorthand to embody a movement. When complex context and meaning is captured in a small parcel, like #metoo, or the pink Pussyhat, anyone who is interested in supporting that movement can quickly pass it along through their networks. Branding serves as a package to pass onto their friends and family, and display to the outside world that they believe in that message as well.

Example: Pink Pussyhat for Women’s March

A bright pink knitted hat with ears poking up would not evoke much emotion pre-2017. However, after the first women’s march in January that year, the ‘Pussyhat’ is now a globally recognized symbol of women’s rights.

There was no single organization driving the hats. They simply came to be out of a desire to both keep warm while marching on a cold day and to give people a visible way to show their solidarity in support of women’s rights.

As Debbie Millman describes, “The Pink Pussyhat brand wasn’t initiated for any financial benefit, but instead created by the people for the people to serve the highest purpose branding has: to bring people together for the benefit of humanity. Branding isn’t just a tool of capitalism. It has the potential to become a profound manifestation of the human spirit.”

Branding Gives Your Venture Direction

“A brand’s Positioning Statement is the internal north star that should guide all of the behavior of that brand.”  - Debbie Millman

Another benefit of going through a thoughtful branding process is that a brand can offer your organization a north star to guide your decisions and actions.

At the core of a good brand is understanding the values your organize wants to embody and share. For social impact ventures, this means that powerful brands are often strongly connected to their mission statements.

When you are clear on your brand identity, it serves as an internal decision-making tool that helps you externally act in a way that is in alignment with who you say you are.

Example: Cambio & Co.

Cambio & Co. showcases fashion accessories designed and handcrafted in the Philippines by ethical brands. However, they didn’t start there.

Although it was the Philippines that initially inspired Cambio & Co., they were worried about focusing too narrow so carried ethically made products from several countries. Although business was growing, their identity felt a bit ‘off’ so they decided to retrace their roots and return to the seeds that first inspired the business.

With a deep look at their reason for being, what they stood for, and their authentic identity as a business, they realized they needed to clarify the focus of their brand and focus 100% on Filipino crafted goods.

Co-founders share their reason for evolving their brand into this more specific focus, “I think we were destined all along to become Cambio & Co., a platform to connect the world with the Philippines’ most innovative and impactful brands. It may seem so obvious now to anyone on the outside, but for us, it took two and a half years of struggling and confusion and late-night identity crises to really figure it out. But now that we’ve finally arrived here, we’re home.”

Now that their purpose and identity is expressed authentically in their brand they have a laser-focused direction.

Branding Builds Loyalty And Trust

When an organization acts in alignment with its core messages, it builds trust with customers and the wider community. With trust comes brand loyalty.

One way brands build trust is consistently delivering on promises. When a brand acts consistently with its messaging over an extended period, customers learn to associate trusted brand names, logos or taglines with a particular experience or outcome.

On the flip side, organizations that don’t deliver on promises, or who act out of alignment with the values and messaging expressed in the brand, will lose the trust and loyalty of consumers and stakeholders.

Example: Patagonia

Founded in 1973 by Yvon Chouinard, Patagonia has “walked the talk” when it comes to advocating for environmental sustainability for the past 40 years

One of the most striking examples of Patagonia’s commitment to the environment was in 2015 when they actively discouraged people to purchase their products. They took out a full-page ad in the New York Times that said: “Don’t buy this jacket.” The advertisement encouraged customers to think twice before purchasing more clothing, and instead make do without it.

In another, more recent, example Patagonia reinforced their commitment to repair and recycle clothing with Worn Wear. The campaign started with a cross-country road trip where they offered a mobile repair center. There is also a Worn Wear website where customers can buy and sell used clothing Patagonia clothing.

Learn more about how Patagonia’s messages about reducing consumption have surprisingly improved business:

Branding Fosters Organizational Culture

When an organization’s branding is done well, it gives everyone involved a shared purpose. This includes the organization’s customers, but also the internal team. A well-designed brand gives employees and partners a way to feel part of a bigger picture and like they are moving together towards a shared vision.

Example: Allbirds

Allbirds is a shoe company on a mission to produce more sustainably-made shoes. This B Corp is reimagining how shoes are made. In an industry that typically relies heavily on petroleum-based materials, Allbirds shoes are made from wool, bamboo, and most recently, a new open-source formulation for shoe sole foam they invented, manufactured from renewable sugarcane.

The Chief Marketing Officer, Julie Channing, shared with Forbes about how building the brand, culture, and purpose has shaped the organization:

"We have a belief that everybody at the company should contribute to the culture… We spent a lot of time and energy early on as a small team identifying our overarching mission and the values of the company and the kinds of people we want to work with every day that are going to help us get where we want to go... As the company has grown, it's been really fun to see how we've attracted people who really believe in those same values and understand that we have an opportunity to be a force for good. That is a really motivating factor for us-  this idea of working in service of others."

Skip to 0:53 of this video to hear founder, Tim Brown, describe what branding means to Allbirds.

Branding Develops Emotional Connection

“The notion of a brand has now extended to how we live, what we choose to surround ourselves by, and the way in which we want the world to be.” - Debbie Millman

The final benefit of thoughtful branding is that it builds relationships. Branding helps form a shared experience and understanding between your organization,your team, and your customers.

Brands provide a way for people to feel connected with each other and part of something bigger than themselves. An article in the Harvard Business Review explains how emotional connection is even more critical than customer satisfaction when it comes to financial results:

“On a lifetime value basis, emotionally connected customers are more than twice as valuable as highly satisfied customers. These emotionally connected customers buy more of your products and services, visit you more often, exhibit less price sensitivity, pay more attention to your communications, follow your advice, and recommend you more – everything you hope their experience with you will cause them to do.”

Brands that build emotional connection are especially impactful when it comes to social change. When a community of customers and supporters are emotionally connected, it provides an avenue for awareness and positive actions to gain momentum and grow exponentially over time.

Branding Increases Sales

On top of all the benefits above, ultimately, having an authentic brand (that acts in alignment with the values they speak and stand for) translates to the bottom economic line.

Do Something Strategic surveyed 2,461 young people to discover what motivates them to make purchases and found that 76% of Gen Z said that they have purchased or would consider purchasing a brand or product to support the issues the company supported. Conversely, 67% will stop supporting a brand that doesn't align with their values.

They reported, “for over half of our survey’s respondents, brand reputation and values influence the buying decision. Almost 30% actively seek out socially or environmentally responsible brands and 26% say they often or always decide to purchase solely because they support the brand’s values. The numbers are even higher for people of color.”

When you present your brand and your values in a way that resonates with the group of people that you want to reach, it makes an impact on their purchasing decisions.

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