Integrate a societal brand into your business plan
A societal brand is a positioning based on your organization’s values and purpose. To begin the transition towards integrating a societal brand into your business plan and practices, you must clearly and precisely define your purpose. Let’s take the example of BRITA.
Specialized in the manufacture of water filters, the company has defined its purpose as follows: to offer the best possible water to the entire population while protecting the environment. A much more precise purpose than: to make a difference.
The decision to support UNESCO’s clean water and sanitation goals and climate change measures is no longer the responsibility of an individual decision-maker within the organization. It must be part of an overall strategy, as it involves all stakeholders in the organization.
Involving your company’s stakeholdersManagement and employees at all levels have a significant impact on the success of a well-established societal brand. They are your first ambassadors. They must be mobilized to be mobilizing! They have chosen you for your values and will be proud to carry them on your behalf, because they are very much in line with their own. See together how you want to create a positive impact collectively. |
Why integrate a societal brand?
A societal brand is not a trend or a passing fad. Just as employer branding has become a necessity, societal branding will become a must for organizations and for society. Why is it so important?
Hiring and retaining employees
On the one hand, hiring employees will be made easier, as 50% of employees consider the employer’s reputation for social commitment before accepting a job offer. On the other hand, the company’s culture is a determining factor in employee retention and it’s profitable to keep employees since it costs 50 to 60% of an employee’s annual salary to hire a replacement.
Positive consumer perception
79% of consumers believe that businesses have as much responsibility as governments to generate positive social change. Taking a stand in front of informed consumers who are increasingly concerned and demanding of organizations will be critical to the sustainability of companies.
Notoriety and reputation
Socially committed companies benefit from a much more positive perception by consumers and other stakeholders. They tend to look favorably on the products of a socially conscious organization. The trend shows that their willingness to buy is greatly influenced.
Sustainable and profitable partnerships
Business and financial partners as well as suppliers are no exception to the rule either. A reputation in business is hard won and can be so quickly lost. All stakeholders in your environment deserve to be evaluated before shaking hands.
Positive impact on the world
Probably the most important point, a societal brand will have a positive impact on society and/or the environment depending on its link to sustainable development goals. This impact is essential to the sustainability of organizations, which without the contribution of the private sector, will not be able to respond to a growing demand.
Start the transition now
By quickly making the transition to integrating a societal brand into your business plan, means reinforcing your notoriety in your community and at the same time benefiting from multiple competitive advantages. Would you really want to leave the benefits of innovation and value creation to your competition on a silver platter?
