Generally, people are more inclined to engage with brands that are truly invested to improve social issues. They establish a meaningful connection when the brand’s voice provokes a conversation, signals ethical standards or involves their audience into cause activism. According to the 2017 Edelman Earned Brand Study: ” fifty-seven percent of consumers around the world will buy or boycott a brand solely because of its position on a social or political issue”. This means that a brand can prompt haters or possibly harness advocates by manifesting a point of view, taking a political stand or starting a dialogue.
For that reason, tapping into the subconscious of belief-driven audience, fosters loyalists. On that account, how to connect in a meaningful way? By creating:
- Personal and relatable contents
- Provoking a conversation
- Activating sustainable solutions
- Engaging your audience to shape the social movement
Remarkably, each and every referenced approach that offers “empathy”, will be rewarded by consumers.
“People don’t always remember what you say or even what you do, but they always remember how you made them feel.” Maya Angelou
Be mindful and remember that Homo Sapiens appreciate being understood. For that matter, recognize the hurt, the desire, the need or the joy. Get to know your audience, send the message that “you get them” and initiate a memorable bonding. Your platform as an individual, profit or non-profit entity is not solely about growing your brand but how to make a difference.
Consider the shaping elements of a good storytelling as a starting point:
- What: is the topic, what has happened or will happen: be clear, focused and unveil the matter. Be attentive, the spotlight should be on the issue not on your brand but your shared values.
- Who: has been affected
- Why: are you taking a stand: acknowledge the importance of the topic and the impact. Avoid mixed messages. Ask open ended questions.
- How: can you as a brand and belief-driven audience feed the beast, get involved and have an impact. How to convey your message: contextually or visually based?
- When: the development speed of a news, an issue or a talking point is critical in your communication
- Where: does your audience absorb information?
The underlying emotion of empathy rooted in your brand’s voice and taking a position in life, strengthens your authority. Individuals with great personal branding such as Tony Robbins interact with their audience with stirring personal stories and the ability to understand their feelings. Brands such as Procter & Gamble, UNICEF tackling social issues or J. Crew blog post “How to get (and dress for) the job you want” are all about making life better for others.