How we do it:
by merging brand values with customer benefits.
We encourage our clients to integrate and promote their social mission—from sustainable practices, to fair wages and benefits for employees, to support of community causes—throughout their branding and marketing efforts. We do it from top to bottom: The look of a logo. The design and functionality of a website. The tone of the messaging. The strategy behind marketing programs.
We do it not just because it’s the right thing to do, but because it’s the smart thing to do. According to the 2010 Cone Cause Evolution Study:
- 83% of Americans say they wish more of the products, services and retailers they use would support causes.
- 80% say they are likely to switch from one brand to another (price and quality being equal), if the other brand is associated with a good cause.
An organization’s ethical makeup is inseparable from traditional brand benefits like higher quality, better service, or affordable price. By weaving your values into your marketing platform, your brand becomes more relatable and appealing to a growing audience of values-driven consumers. When you demonstrate that you truly share their ethos, you’ve earned their loyalty.
If your organization is committed to doing the right thing and the smart thing, talk to TRAY. We think your target market should know all about it.