CSR and Brands
Getting involved in social responsibility activities is a sure way to earn the good will of both internal and external stakeholders. There are many opportunities for this and the organization should therefore pick something that not only connects with the target market, but also promotes the brand. Do not ape what other brands are doing, pick your own niche area and become the face of that particular action, which should be connected to your product or service offering. CSR is something that should be a sustainable business model as much as it benefits the community.
Some customer loyalty aspects of a brand like sales, customer feedback, market share, customer base attraction, retention and satisfaction are affected by how the organization connects with the community.
CSR also increases the competitiveness of an organization by enhancing its reputation, attracting customers, talent and investors. Social Responsibility may act as a differentiator between competition, thus increasing an organizations profitability.
This means that at the end of it, CSR not only benefits the community, it is beneficial to the brand. As you consider your organizations CSR opportunities, you can reach out so we can discuss how to interrogate / audit, and then strategize on which activities will be most beneficial to the community and the business.
The writer Joyce Waithira W. is a Partner Consultant – Strategy, at Brand Integrated Consulting.