5. Values and social issues
Nowadays, it’s often not enough for a brand to simply be a brand. The chances are, whatever you sell, you have hundreds of competitors selling similar items, and every one will have a different unique selling point.
However, many consumers agree that taking a stance on social issues and values that are important to them is appreciated and key to creating brand loyalty.
Think back to 2018 and possibly Nike’s most controversial campaign to date – the Colin Kaepernick advert. Not only did this get massive worldwide publicity, but when Nike analysed its main demographics, it was the younger audience that dominated the market. They were the ones who overwhelmingly supported Kaepernick, so they targeted their existing audience and, in support of the campaign, encouraged them to buy more from the brand because people often vote with their wallets.
Just remember that if you decide to take a stance on a social issue, you can’t just pay lip service – that can also turn your audience off. Instead, donate money to charity, or be transparent about making positive changes. Even opening up about where you’ve missed the mark can be useful, provided you accompany it with how you’re going to resolve it.
Check out this tweet from Google – they reference an ongoing social campaign (to get people buying from Latino-owned small businesses), use a suitable hashtag to be part of the conversation and announce a new feature they’ve realised in support of it.