Social significance is an indispensable part of contemporary positioning, which creates value for society, the brand and the customer.
From people – planet – profit to brand – people – society
It is clear that it is important to socially charge your brand. In the book 'Strong brands, better world' (aff.) people from practice give a glimpse into their mistakes and successes. Roughly speaking, the following two overarching lessons can be drawn from these stories:
1. It's a way of life
Your social significance must really be reflected everywhere. Your brand and identity coincide, partly because the impact is already described in your mission. Especially with corporate brands, the 'sustainability mission' often coincides with the mission of the company. A good example of this is the brand model of DSM, in which sustainability is malaysia phone number list explicitly reflected as a core value (see figure below). It is also reflected in the mission, in the form of the ambition to contribute to a brighter world with products . And in practice, it can be seen in the business processes, which are not only about safety or environmental impact, but also, for example, vitality programs for employees and the way we do business.
2. Transparency is important
The most successful sustainable brands are open to their environment. They are transparent and communicate openly and honestly about their sustainable motives, ambitions and results. And they are honest about the origin and ingredients of their products. Because they have such a transparent attitude, they are open to signals from their environment and they form alliances with other brands. Good to know: avoid the word 'sustainability', this concept is not equally clear to everyone and evokes negative associations in some people, according to the author.
The social significance of a brand is the contribution and commitment of the brand to a higher social purpose. This stems from the identity or beliefs of the brand and is embedded in a promise in the form of a challenging ambition. As a result, the brand increases its distinctiveness and people attribute value to the brand.