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Creating an Impactful Brand for a Social Enterprise


Branding is becoming much more important now, as we battle with more questions, given the huge number of choices we have. Not long ago, while choosing a brand, the questions we were faced with were simpler - Is it bigger? Is it better? Is it brighter?

In today's world the choice is not so simple. Consumers often find their questions becoming complicated - 

  • Is the brand environmentally friendly?
  • Is is responsibly produced?
  • Are people who are making this product being paid a fair wage?
With this in mind, social enterprises are becoming a consumers best friend. A social enterprise can give us definitive answers to these complicated questions and consumers can make choices much more easily. It provides consumers with a purpose to their purchase. 

Based on this concept, branding is, therefore, a crucial process for a social enterprise. However, social enterprises are now becoming the norm of the day, and differentiating one from another can again become challenging. 
So how can branding help a social enterprise stand out in the competitive market?

The branding process


Here are some tips to ensure you are going in the right direction to brand your social enterprise:

1. Be clear about your purpose. 
Most branding strategies rely heavily on their social stories. However a 'purpose-based branding' can deepen the connection with the brand and its audience because it moves the brand from being purely transactional to a relational level. 
Transactional means people buying a particular product or service because they need them.
Relational means people buying a particular product or service not only because they need it, but because they believe in the purpose behind it.

2. Understand your customer.
Understanding your target audience helps convey authenticity of your company and creates an emotional connect with your audience. Building the brand tonality, colours and layouts basis what your possible target audience can connect with, will get huge brownie points in terms of impact. 

3. Develop a brand platform.
A brand platform is like the anatomy of a brand. It covers the purpose, the promise, the value add, the essence, personality, values and the story. A solid brand platform can help you promote your social enterprise in a powerful and impactful manner. 

Remember, branding a social enterprise in its truest sense is telling a story, making your consumer aware of the bigger picture and enabling him to make an informed decision based on the story your brand tells. 

While branding a social enterprise, it is best to take your time to understand the various facets of your brand and ensure that the entire story gets captured during the process. 


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