Brand It!

Are you starting a social enterprise like me in the near future? You could be more wrong if you deem that brand management is something you will not have to worry about in the social sector. Well what is a brand? And why is it so essential?

In brief, a brand will be a social enterprise’s reputation you have for delivering on your promise. It comprises of a social enterprise’s logo, promotional materials and presence on the internet. For instance, McDonald is a brand on its own. It has successfully branded itself and created a positive perception among the public who are then able to define its mission – providing a cheap, convenient meal – easily.

So therefore, a strong brand will have some key benefits. Firstly, the brand is what our customers will remember. Secondly, it enables customers, investors, and the community to immediately recognize value and trust the social enterprise. Thirdly, it distinguishes a social enterprise from its competitors and demonstrates the real value it is offering to its customers.

Now, do you wonder how to build a brand? Well, to put it simply, there are 3 key components to create a brand.

Distinguishing
Social enterprise is a form of business on its own. In just Singapore alone, there are over hundreds of businesses with a variety of branded products and services. To distinguish your social enterprise, it is essential to know you business’s unique position, its value proposition – unique features of product/service, a compelling social story, etc. - and build your brand around that.

Credibility & Authenticity
A consumer will only patronize a business that they deem its product or service will serve its inherent promise. One way to gain consumers’ trust and advocacy is by being transparent about the obstacles confronted and the expertise brought into creating a product or delivering a service. In this fashion, you may be surprise that not only will your business begin to attract customers but will also form a loyal customer base which then further attract a wider audience.

There are multiple tactics that social entrepreneurs can used to develop a brand. Through the online platform, one can create websites, blogs, email campaigns and social media sites to reach mass potential customers with little or no cost involved. Through the offline platform, one can also set up events to build awareness of the social enterprise and its cause or even create materials that possess testimonials of customers’ experiences with the business’s programmes and services. This carry more credibility than anything the social entrepreneur could say about his business.

In my opinion, I feel that starting up a new business is not easy at all. Having a compelling product or service is not enough. An effective marketing and brand management plan is a key to bring positive attention to my social enterprise and enable my social enterprise to communicate effectively with my targeted public.

People will not know who I am and recognize what I do unless I brand it and speak for my social enterprise. 

Reference

Poston, B. (2012). Why social enterprise needs effect brand management. Retrieved June 15, 2012, from http://www.justmeans.com/Why-Social-Enterprise-Needs-Effective-Brand-Management/12462.html