The Power of Cause Branding: 6 Benefits of Meaningful Alignment

A powerful way to reach your consumers is through your Brand's alignment to a cause. Even something as simple as caring for others can transform the perception of your business. Having a cause gives your brand purpose and power. Sometimes it really is about the heart of the matter.

Companies that demonstrate a sense of social responsibility stand out in a world of increasingly undifferentiated goods and services. Goodwill is the only asset that competition cannot undersell or destroy.

The key to cause branding is the selection of a cause aligned with your corporate goals. Most cause-branding programs should be, at their heart, about enhancing corporate brands in ways that are meaningful to key constituencies including customers, employees, communities, public officials, or suppliers.

Cause-branding strategies directly benefit your business by:

• Deepening consumer loyalty
  
• Transforming the brand's reputation
  
• Deepening employee loyalty
• Growing the number of Brand Lovers
• Strengthening ties with business partners
  
• Growing sales, at times exponentially
  

Despite its many advantages, cause branding does have limitations and pitfalls. It is not an antidote to a damaged reputation. A cause can never turn a brand into something it's not. Rather, it's a way of making a strong brand even stronger.

Remember to activate your brand and bring your Cause Branding to Life.