5 Ways to Up-Level Your Business Through Brand Responsibility

What is brand responsibility?

Brand responsibility is at the core of a good brand. It’s a brand’s commitment to acting in the best interest of the people it serves. A brand is responsible when it listens to the needs of its consumers and uses its power to create positive impacts and influence necessary change. Brands have the power and, therefore, the responsibility to use their resources and audience reach to help people and our planet.

Brand responsibility helps with longevity.

Not only is brand responsibility the ethical path for brands, but it is also now a path of longevity. Incoming generations of consumers are becoming increasingly conscious of their purchase power, seeking brands that align with their values and take authentic stances on important social issues. The brands making decisions guided by what brings in the most profit may be financially successful today, but their lack of responsibility is unsustainable. These brands risk losing consumer loyalty as purchasing power shifts to the next generations—who are shown to place responsibility on brands and search for ethical options.

1. be authentic

   Consumers can tell when a brand is acting inauthentically. Vocalizing your support for issues through surface-level actions does more harm than good to your community and your brand. Hopping on the bandwagon of cause marketing just creates more noise, making it harder to hear those actually working to advance a cause. If you choose to support an issue through your brand power, you need to commit. 

   You have the power to use your brand voice to speak on important issues and influence change in your community. When you back up your words with your actions, you can help influence necessary change.

   And guess what? Your audience will notice. When your brand messaging is authentic, you build trust with your audience. This leads to a more loyal consumer base that strengthens your business.

2. act in the best interest of your consumer

   It’s the “respect goes both ways” theme. Your brand offers a solution to your audience’s pain point. You know you have something that fulfills this consumer need. 

   ***Also insert “with great power comes great responsibility.” ***

   Use this power wisely. Listen to the needs of your audience, and use your brand power to help address these needs. Your audience will respect your brand and become loyal customers if they know that you’ve got their backs. Being a responsible brand means acting in the best interest of the people your product serves. Be the superhero.

3. look inward

   Your brand image should hold throughout all aspects of your company. 

   Here are some example questions to consider when it comes to brand hypocrisy:

   If you post about your commitment to diversity and inclusivity on social media, are you carrying out those same values in your hiring process? 

   If you are advertising your product as sustainable, are you also carrying out sustainability goals in your office space? 

   If you are participating in Pride Month, are you also creating a safe and inclusive work environment for your employees?

   A responsible brand avoids hypocritical actions and works to ensure that its product claims made for the sake of selling are mirrored in its company culture.

4. look outward

   As we established earlier, brand responsibility means acting in your audience's best interest. But it also means being aware of the effect that your brand can have outside of your audience. There are other problems within your niche that are not necessarily solved by your product, but you can still use your brand’s power to influence change.

   And you don’t need to be a huge company to make a difference. Donating to organizations that align with your brand values is very beneficial. Still, there are other ways to make a difference within your industry if large donations are not in your budget. Use your connections within your industry to collaborate and create events that support people who maybe can’t afford your product. Set aside volunteer days for your company to positively impact your community in ways that might not directly tie to your product, but do tie to your brand values. Report on other brands using their brand power for good.

   Every brand has the opportunity to use its voice, reach, and power to impact people outside of what its product provides.

5. stay guided by your brand’s purpose

   I know, maintaining brand responsibility seems like a lot of extra work. But if you are guided by your brand’s purpose, it ends up becoming second nature. 

   You have a unique solution to your audience’s needs. But like all purpose-led brands, it really comes down to one fact: your brand is here to help people. If you lead with empathy and passion, listen to the stories of your community, and work to leave a positive impact through your product, brand responsibility is basically inevitable.

   Yes, being a responsible brand does require more effort. But irresponsibility is unsustainable. If you stay guided by your brand’s purpose of helping people, your actions will mirror this, and the “extra effort” will only benefit you.

   Still, being a responsible brand doesn’t mean being flawless. All brands make mistakes. But responsible brands own up to them.

RECAP

A responsible brand is one that speaks with authenticity, considers the needs and desires of its audience, mirrors its brand image with its company culture, uses its resources to support its community, and remains guided by its purpose to impact the world positively. 

Brand responsibility is not only the most ethical path for brands but also the path that makes the most business sense for longevity and for fulfilling a brand’s purpose.