Community Partnerships: Stand for Something Together
Your business and by extension, your brand, can make a mark on your community by forming partnerships with non-profit organizations in need of help.
In doing so, you will not only make a worthwhile contribution to the community, but you will also allow the community to better connect with your brand.
The most successful brand partnerships come from rallying behind a common cause, and cause-related partnerships can also make you take stock of what your company could or should stand for. It also gives you a good opportunity to take a hard look at what kind of community members you want to be.
General Mills threw their support behind breast cancer awareness with their “Save Lids for Lives” campaign. They created pink lids for Yoplait yogurt then donated 10 cents for each lid returned to the Susan G. Komen Breast Cancer Foundation. Over $25 million dollars have been donated.
Locally, our agency joined forces with Healing House five years ago. From the beginning, we knew their mission of providing free support services to grieving children in Acadiana was something we could proudly stand behind. From guiding the evolution of their signature events to providing general marketing help, our relationship has been a catalyst for other community partnerships to form. Healing House has continued to grow over the years, and we are extremely proud to have played a small part in their success.
Virtual partnerships can also have a large impact. BuzzFeed teamed up with Fur Baby Rescue to help rescue animals find loving homes. The two used BuzzFeed’s nearly 200 million readers and Fur Baby Rescue’s adorable animals to make heartwarming and hilarious videos. The result was a spike in adoptions and viral content.
Aligning your brand with a local cause or local company should be deliberate and thoughtful, ensuring that your mission and philosophies are always in line. Also, be sure to set a goal from the start, making sure that expectations are established, and a clear understanding of what you are trying to achieve is addressed.
Do some searching, choose wisely and don’t stop at just one cause or partner. When you are active in your local community, you will not only improve your brand and how it is viewed, but you will sleep better at night knowing that you helped build a better world in the process.
For more everyday branding tips subscribe to our Razor Branding Blog.