How your brand and social themes are connected

What is the value of positioning your brand socially? Well, it's good for your reputation, for your customers, and for your sales. Read on to discover the impact your words and actions can have.

Societal positioning, what exactly is it?

In essence, a brand is little more than an answer to the question: “Who are you and where do you want to go?”. It gives your customers a reason to build a relationship with your organisation and to specifically choose your products or services.

By taking a position on social issues, you encourage people to build a stronger bond with your brand. Just think of Douwe Egberts, which uses their products (coffee) as a way to promote social cohesion and conviviality. Dove, which has been helping women to build confidence, Tony’s Chocolonely that aims to move an entire industry away from dependency on slavery.

The possibilities are endless, as you can see. The most important thing to remember is that it is best to choose a social theme that fits your brand values.

Give concrete substance to your brand identity and core values

​​If you really want to focus on social themes, it is important that you choose themes that are in line with your brand identity and core values. That is the only way to take authentic action. The three brands we mentioned above — Douwe Egberts, Dove, and Tony's Chocolonely — do it well.

That is why it makes little sense as a brand to want to take a position on all possible themes. It’s better to align with a smaller number of topics that are in line with the values ​​— that's a lot more authentic.

It’s also important to make sure that your words and your actions are aligned. Do what you say and say what you do. “Practise what you preach”, as they say in English.

As an organisation, do you want to focus on a specific theme, but without taking any concrete action to prove it? Then you will quickly find your brand is exposed. When an organisation pretends to be greener — or more socially responsible — than it really is, it's called greenwashing . This is not the kind of thing you want your brand to be associated with.

As a brand you can actually make an impact

Brands play a more important role in society than ever before. They can influence and make a real impact on the world — and that's true for nonprofits as well as commercial brands.

In fact, Edelman's annual global Trust Barometer shows that companies are trusted more than NGOs, governments, and media. In the same study, 86% of respondents answered that CEOs should take the lead when it comes to social issues. So if you choose to adopt a clear, visible position as an organisation, you will most likely win the respect of your target audience.

One brand that takes that impact very seriously is Patagonia. The American brand sells outdoor clothing and equipment, and has been actively engaged in its role in society since its inception. You can see that very clearly in the tagline: We're in business to save our home planet“ ”. And it's not just words: Patagonia donates 1% of proceeds to environmental organisations, the brand is actively involved in the circular economy, and the company is a certified B Corp.