5 Ways To Promote Your Brand Through CSR Activities

5 Ways To Promote Your Brand Through CSR Activities

‘Corporate social responsibility’ as a concept talks of the obligations on the part of the business firms and enterprises towards the social welfare; and environmental protection is one of the corollaries of it. The advent of this thought is attributed to the fact that business firms and production factories started making use of natural resources (including water and air) to the extent of exploitation. Their aim was to optimize the profit; but the society and environment started to suffer due to excess use of resources. The ‘sustainability’ thought thus brewed and asked the corporate to adopt some positive role with a protective and welfare orientation.

However, these days we also find branding propulsion attached with the CSR initiatives. This correlation that has been willfully established by marketing gurus generates the viable situation whereby company can improve its brand value and at the same time also fulfill its CSR. A leading company’s managers undertaking CSR activities for underprivileged have offered these five ways to promote a company’s brand worth by riding on the CSR initiatives.

Identification of the resonant cause

If a firm wants to leverage the branding mileage through its CSR program then it is imperative that the right cause is identified. Failing this requirement, branding may never develop because there would be no resonance. A factory located in water starved region should try to build viable initiatives towards water reclamation and groundwater resource development. In this manner, it will definitely be able to resonate with the local issue of water shortage in the region. The corporate banner would find recognition not only at the local level but also at the wider geography.

Ensure participation of community and also your workforce

Community participation is a must attribute of any CSR program; especially when branding is also sought to be achieved. Once the company identifies a resonant cause (like as said above), the community participation no more remains a challenge; rather it becomes automatic and spontaneous. The local community begins to realize the fact that ‘this’ company is working for their good. This assumption is enough for branding which later extends through diverse media.
Workforce should also be motivated to be the part of company’s CSR program as it boosts their morale and motivates them for higher productivity. They also adore the role of brand ambassadors of their company.

Use different media including Social

To optimize community participation and promote the CSR program, use of different yet suitable media is recommended. Web social can also be leveraged if the need and potential shows up (like for mobilizing the tech savvy urban populace).

Talk but do not boast of your CSR works

It is important to keep the CSR program banner up but without aggressive marketing tools. The boasting of one’s social work could be rather detrimental, say experts specializing in Event management social work initiatives. They opine that socially inclusive and participative events could be organized and not the gala marketing shows.

Include techniques of subtle/organic branding in your CSR program

The CSR program should be carefully developed with inbuilt branding leads. For example, distributing LED lanterns in a village with company logo printed on it is a good idea, say officers engaged in CSR activities for underprivileged people.