PR ON THE GO April 3, 2024

Building a Brand with Purpose: Social Impact Strategies for Creative Startups

We asked our PR and growth experts to explore the role of purpose-driven branding and social impact initiatives in the success of creative startups.

Our experts highlight examples of brands leveraging their platform for social good, discuss strategies for aligning business objectives with meaningful social causes, and examine the impact of purpose-driven branding on consumer perception and loyalty.

• Connect with your team and customers on a deeper level
• Build a brand that's a source of friendly vibes for everyone
• Align your goals with social issues your audience cares about
• Trust and authenticity nurture your brand
• Authentically integrate social impact into your business
• Purpose-driven branding significantly impacts consumer perception
• Match business goals with worthwhile causes
• Directly address issues that your consumers care about
• A greater good message
• Your business can play a transformative role in society and the environment
• A strong purpose creates passion

Connect with your team and customers on a deeper level

Paige Arnof-Fenn, Owner at Mavens & Moguls

"Consumers, especially women, do not just buy brands they like to join them. Finding ways to connect with your team and customers on a deeper level in a way that transcends the product or service you are selling is the goal.

Purpose gives buyers the reason why they should buy you versus the competition. Purpose creates loyalty with your customers and attracts great talent too, people love being associated with a great mission and it drives organizations to find new forms of value which accelerates growth. In times of crisis with more loyal customers and less turnover in staff, the organization becomes more profitable too. Consumers become advocates and champions for the brand which keeps marketing costs lower too.

No one does it better than Coke whose mission is refreshing the world in mind, body and spirit and inspiring moments of optimism and happiness. Brands like Always and Dove have done an excellent job too of connecting with women and girls on a deeper level and empowering them to achieve greatness and feel beautiful. When you buy Bombas for yourself or as a gift, you're really buying for two. One to you/someone on your list, and one to someone in need. For every Bombas item purchased, another item is donated. Everybody wins when you can do well by doing good too."

Build a brand that's a source of friendly vibes for everyone

Cristina Rojas, content writer & account manager at dslx

"dslx has been built with a clear mission in mind: to give a voice to minority and dyslexic writers in the B2B and SaaS content space. This mission has driven us to always work with minority writers, help them develop their skills, and prepare them to charge more and become the wordsmiths they've been dreaming of. Thanks to our mission we've built a brand that's accessible and that people look up to as a source of knowledge and friendly vibes for everyone. Additionally, building our brand helped us start an academy (dslx academy) because we understood that a lot of freelance writers don't have the means, time, or resources to improve their craft. So, we took it upon ourselves to provide a place where writers from all over the world could get an education, editing guidance, and even writer-focused yoga classes so they can make the most out of their freelance work.

dslx wouldn't exist if it didn't have a purpose to help others, not just our clients with monstrously good content, but also all the writers that constantly approach us looking for more opportunities to work and improve their writing. This purpose is at the center of our brand and has been the catalyst that allowed us to network and find new clients (and writers) around the globe."

Align your goals with social issues your audience cares about

Irene Graham, Co-Founder at Spylix

"At Spylix, I think that our brand can have a good influence. By coordinating our corporate goals with social problems that our audience finds important, we aim to establish deep connections with them through our purpose-driven branding. For instance, we collaborate with neighborhood nonprofits and schools to promote environmental preservation and education. We interact with our community and share stories about our projects on our TikTok and Instagram channels in an effort to spark action and increase awareness.

By incorporating social effects into our branding strategy, we not only set ourselves apart from rivals but also cultivate customer loyalty and trust. Those who witness our dedication to changing the world are more inclined to endorse our brand and help us achieve our goals. This improves our connections with current clients while also assisting us in bringing in new ones. Purpose-driven branding on sites like Instagram and TikTok enables us to engage with our audience more profoundly and effect real change in the world."

Trust and authenticity nurture your brand

Derrick Hathaway, Sales Director at VEM-Medical

"As a sales director at our creative firm who is responsible for the creation of purpose-driven branding and developing efficient social impact initiatives, I have an eye-witness experience of the impactful power behind the brand’s vision, aim, and results. There is, however, one event that I would name as the most memorable moment for us. It was when we shared a share of our sales proceeds with a local charity in an effort to augment a cause they had and supported. Besides bringing us joy to enjoy a philanthropic experience, this initiative also made our target consumers more familiar with the brand, which in turn increased our brand awareness and customer loyalty.

Through the process of aligning our company's purpose with the creation of environmental change, our company has set itself apart from the crowd and has undertaken to form stronger ties with its customers. We are not only building a socially conscious brand that catches the eye of mindful consumers; we are nurturing the brand through trust and authenticity. We create a social environment that grows our startup into a success for a long.

To echo this, we also have employed strategic moves such as talking about our social influence straightforwardly, working with influencers and advocates who share our values, and, most importantly, being present across different social media platforms so that we can create awareness on issues affecting our surroundings. Such actions not only secured our brand reputation but they too have contributed to an enhanced perspective of consumer perception and loyalty towards the business, which was instrumental in establishing the firm as an ethical and purposeful company."

Authentically integrate social impact into your business

Kartik Ahuja, Founder & CEO

"Strategies for cause-driven branding and the social impact of startups are as essential as air for the creative business. They are meant to gain and control the customers and create brand loyalty. It’s a technique that has a proven track record of success, putting the business’s essence in tandem with compelling reasons. In particular, in a startup that was in fashion but sustainable, my team partnered with environmental organizations to help save fashion from pollution.

The strongly branded examples like TOMS Shoes with its One for One giving model prove how market performance provides brands with the opportunity to raise social issues and grow their brand simultaneously. A unique selling point and advantage for startups creating their brand identity is when they authentically integrate social impact into their business. This way, these startups would stand out, build consumer trust, and enhance long-term loyalty."

Purpose-driven branding significantly impacts consumer perception

Uku Tomikas, CEO at Messente

"Patagonia, TOMS Shoes, and other startups are companies that use their brands to do good.

Patagonia's environmental advocacy and TOMS' shoe donation program not only set the standard for corporate social responsibility, but they have also helped build brand loyalty.

These brands have demonstrated that by aligning business goals with important social causes, you can create a compelling story that resonates with consumers and builds brand loyalty.

A purpose-driven strategy is about finding causes that align with your company's values and incorporating them into your business model. For us at Messente, that meant ensuring our technology supported safe communications and fraud prevention, helping create a safer digital world. Not only has this made us unique in the messaging space, but it has also earned us the trust and loyalty of our clients.

There's no question that purpose-driven branding significantly impacts consumer perception. According to a recent study, 64% of consumers make decisions based on a brand's stance on social issues, such as choosing, switching, avoiding, or boycotting a brand. Unsurprisingly, brands aren't just talking about social problems; they're doing something about them.

To sum up, purpose-driven brands and social impact initiatives aren't just moral imperatives. They're strategic business imperatives that connect with consumers, build brand loyalty, and drive long-term brand success.

As business leaders, it's our responsibility and privilege to leverage our platforms for the betterment of society. By doing so, we not only create economic value but also make a positive social impact."

Match business goals with worthwhile causes

Sebastian Petrosi, PR Manager at howtowatch.com.au

"As a PR Manager, I've seen that social impact projects and purpose-driven branding are becoming increasingly important to the success of innovative startups. Authentically incorporating social causes into their mission helps brands stand out from the competition and connect with customers on a deeper level. For example, businesses such as TOMS, which donate a pair of shoes for each pair sold, have centered their entire business strategy around social impact. These kinds of projects not only promote positive change but also strengthen relationships with consumers who respect socially conscious brands.

Startups should choose topics that are authentic and relevant to their target audience and values to match business goals with worthwhile causes. Engaging in partnerships with nonprofit organizations or initiating eco-friendly projects can enhance the brand's influence and produce favourable publicity. In the end, purpose-driven branding shows a dedication to changing the world for the better, which not only improves consumer perception but also promotes long-term loyalty."

Directly address issues that your consumers care about

Jessica Bane, Operations Director at GoPromotional

"Purpose-driven branding and social impact initiatives play a critical role in the success of creative startups today. They offer brands an opportunity to align their business objectives with meaningful social causes, and serve a dual purpose – driving profit for the business while effecting positive change in the community.

A standout example of purpose-driven branding is the strategy employed by Beyond Meat. The company has revolutionised the food industry with its plant-based alternatives to meat products. Their mission doesn't merely stop at providing healthier food options. The underlying purpose of their brand is to address environmental concerns and promote animal welfare, thereby touching on elements of sustainability that resonate deeply with their target consumers.

Their purpose-driven approach contributes significantly to their branding strategy. Consumers today, more so than ever, are conscious about the products they use and the brands they associate with. A brand's position on environmental, societal and ethical issues factors into consumer decisions. With their forward-thinking mission, Beyond Meat is directly addressing issues that their consumers care about, fostering a connexion that goes beyond just product offering.

A well-thought-out social impact initiative also reinforces a sense of loyalty among customers. For Beyond Meat, their commitment towards creating a more sustainable and healthier food system through their plant-based products resonates strongly with eco-conscious and health-conscious consumers. The brand's dedication helps foster trust, loyalty, and creates a stable consumer base who shares and respects their values."

A greater good message

Andrew Grella, CEO & Founder at Formen Makeup

"In today's marketplace, creative startups are increasingly identifying and aligning with meaningful social causes as a crucial part of their branding strategy – a phenomenon known as purpose-driven branding. This isn't just a marketing gimmick or a fleeting trend. Building a brand with a purpose at its core – one that transcends the simple offering of products or services – impacts consumer perception and builds loyalty, fueling long-term growth and success.

Take, for instance, Burt’s Bees. The company has elevated its brand perception by championing an eco-friendly ethos. With a product line made predominantly from natural ingredients, Burt’s Bees endeavors to involve consumers in their journey of environmental stewardship. The brand's mission extends beyond personal care cosmetics to preserving nature, reducing waste, and advocating for responsible sourcing.

Burt’s Bees is resonating with consumers who are mindful of their personal impact on the environment and seeking authenticity in the brands they patronize. The “greater good” message is woven into their branding narrative, connecting with environmentally-conscious consumers who regard their purchases as a way of supporting this broader mission. It’s not just about selling chapsticks or lotions; it’s about promoting a mindset of sustainability, offering products that make a positive difference for both the user and the planet.

However, brands must remember that simply attaching their names to a cause isn’t sufficient. Consumers are savvy; they prefer brands that walk the talk. In other words, brands must ensure that their purpose-driven missions are backed by real, impactful actions."

Your business can play a transformative role in society and the environment

Connor Butterworth, CEO & Owner at Southwestern Rugs Depot

"Purpose-driven branding and social impact initiatives are incredibly powerful tools in the realm of creative startups. A great example of a brand skillfully using these strategies is Southwestern Rugs Depot, a company deeply rooted in the ethos of tradition, sustainability, and respect for the environment.

Southwestern Rugs Depot integrates local culture and natural surroundings into its brand identity, unique selling proposition, and marketing strategy. The company draws inspiration from the natural colors, patterns, and textures of the American Southwest, infusing these elements into their quality rugs. This approach paints a vivid picture of the brand's origins and its deep connection to the local environment and history. It conveys the brand's commitment to sustainability and the preservation of a cherished cultural heritage.

Leveraging the brand for social good, Southwestern Rugs Depot pays homage to the local Native American tribes, incorporating the same patterns, details, bright colors, dyes, and forms used by the tribes in their original weavings. This unique and moral marketing strategy not only offers consumers aesthetically appealing designs but also educates them about the local Native American culture and arts, emphasizing the importance of preserving these traditional skills and knowledge.

We also align our business strategies with meaningful social causes by ensuring all its products are ethically and responsibly produced within the USA. Strict quality control, worker rights, minimization of waste, and domestic production all reflect its commitment to sustainability, fairness, and local economic stimulation.

Such practices contribute significantly to establishing trust and fostering loyalty among customers. Consumers increasingly demand that businesses play a transformative role in society and the environment. Thus, Southwestern Rugs Depot's commitment to sustainability and ethical practices positively shapes consumer perception and cultivates a loyal customer base that values the brand's socially responsible endeavors.

Purpose-driven branding helps differentiate our company in a highly competitive market. Offering a 60-day in-home trial and stand-out customer service further demonstrates the brand's commitment to customer satisfaction and trust-building, setting it apart from competitors."

A strong purpose creates passion

Gauri Manglik, CEO & Co-Founder at Instrumentl

"In my time as a CEO, I've found that purpose-driven branding plays an essential role in the success of creative startups. When you have a clear vision and mission that taps into something greater than just profits, it gives your team motivation and helps attract top talent. Customers also want to support brands that share their values.

For example, one of the startups I advised was founded to provide sustainable products for new parents. Their purpose was to give babies a healthy start in an eco-friendly way. This purpose fueled their innovation, and they built a very loyal customer base who cared about the same issues. During a product recall from a competitor, this purpose-driven brand saw a spike in sales from customers who no longer trusted that competitor and switched.

In the end, a strong purpose creates passion, and that passion leads to success. As CEOs and leaders, it's our role to identify that purpose and make sure it's woven into every aspect of the brand and customer experience. When that happens, it's a powerful way to rise above competitors."

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