Brand Values Make for Valuable Brands

As Social Media Manager for JCPR, I spend a great deal of time combing the internet for creative campaigns that use social media to create a powerful community of brand evangelists. One of the most compelling recent examples of this was shared by PRWeek on their Tumblr page, and produced by Ford Motor Company to raise awareness of its Warriors in Pink program. The video, Bang the Drum. Living Out Loud in the Face of Breast Cancer, is a 14-minute documentary about the program and people coming together for a common goal to support each other. Research shows that people want to engage with brands they trust and that share their values. The “Warriors in Pink” campaign (tagline: Powered by Ford) is a perfect example of a brand building a community around an identity associated with social impact.

Philanthropy Equals Brand Power

According to a study done by Cone Communications, Cause Evolution, 85 percent of people have a more positive image of a product or company when it supports a cause they care about, and 80 percent are likely to switch brands to one that supports a cause. If a consumer feels like their money is going to a greater purpose, they’re more likely to maintain a long-term brand loyalty with that company.                                                                  

While watching the Warriors in Pink video, I found myself wishing my current car was a Ford, despite having a bad experience with the brand several years ago. That type of shift in brand perception – in less than 15 minutes – is tangible proof of the power of a philanthropic campaign. I’ve also recently begun buying products like Progresso soup and General Mills because of the Box Tops for Education program.  I give those box tops to my co-worker for her children’s school.  So, even though I don’t have children of my own, I still buy those products and feel good about the benefits they provide to the community.

Tide’s Loads of Hope program is another campaign powered by social good on a much larger scale. When a natural disaster hits a community, Tide sends their mobile laundromat to wash, dry and fold clothes for families free of charge, providing them with hope for a fresh, clean start. The Cause Evolution study also found that one in five consumers would be willing to purchase a more expensive brand if it supports a cause. Even though I spend a lot of time looking for ways to save money, I choose to purchase Tide because I know it goes to a great cause. It may be an extra dollar or two out of my pocket, but it’s worth it to know that money could help a community in its time of need.

Every brand has its clearly defined products or services, but it also has the power to generate social change. Brands can raise awareness for disease, provide schools with needed supplies and raise the spirits of a community after a natural disaster. This allows for a deeper connection with consumers, helping them to feel they are a part of an initiative that aligns with their values. Brand trust isn’t bought; it’s communicated through campaigns that demonstrate the brand values and depth of commitment to customers. Clearly communicated values build communities around causes and, more importantly, around brands. Values drive trust, trust drives loyalty and loyalty drives brand evangelism. Every company has the power to do more for society and in return generate a devoted and loyal customer base.