An argument for better cause marketing
Build a better brand voice
Building a brand is hard enough, trying to figure out the best ways to create a unique and authentic relationship with cause marketing is even more challenging. As a brand is built, we often think about the brand voice as cheeky tweets, quotes, and phrases our muse resonates with. What we sometimes fail to consider in the brand-building process is how this same voice will shed light and spread awareness on social and societal issues that arise over the long term.
Think about a time you’ve seen a brand take a shot at cause marketing that just failed…
Ok, I’ll go first! Pepsi x Kendall Jenner ad? Pepsi pulled this ad only hours after airing. The main reason? It failed to be a voice of allyship in 2017 after the killings of several black women and men by the police. It highlighted the need for unity, but without taking a position or supporting a better collective outcome for people facing massive injustices. Content for the sake of content can be damaging to a brand in moments like this. And often the hangover of that one bad ad forces most brands to second guess their own strategy, causing most of them to “go dark” or stop media for a few days.
Going dark is a completely respectable strategy, don’t get me wrong. Its almost like the marketing version of, “If you don’t have anything helpful to say, don’t say anything at all.” But if we end up crafting a clear enough brand voice, the stance and content we create should be crystal clear even if it becomes a bit polarizing.
So how do we make sure we create brands that build voices that can speak up in times of social turbulence or injustice? Well, first we need to hire more diverse sets of creatives and executives, but that is for another post. Right now when the turbulence is low, you step back and deepen your brand voice. Why? Because you want to be able to say things as issues come up and have a point of view that is authentic and a clear representation of your consumer’s (and hopefully your own) values. This means really flushing out in certain historic and pivotal moments in the world, what would you have said and how would it have looked? What small corner of the world would you want to improve if you had the chance?
Now, think about a brand that got it right…
When we look at brands that get it right, it’s not just about capturing content that is authentic and true to the consumer, it is filled with purpose. Nike has been successful time and time again with ads that genuinely speak on social issues and they do it very well (shout out to Wieden+Kennedy). Nike doesn’t stop there, they also hold their own business accountable to diversity, representation, and inclusion by tracking and publishing for the public their efforts internally.
Starbucks is another brand that has been deeply connected to improving recycling and environmental efforts and partnered with the Ocean Conservatory to build awareness of efforts to reduce waste on the planet starting back in 2018. Starbucks doesn’t just do cups though, they conduct annual Planet Reports on the progress of their company’s efforts to improve waste and address future areas of concern. So it isn’t just a cheeky video or billboard, each brand drives efforts far beyond what meets the eye.
So what helps a brand speak in a tone of voice? A clear understanding of who your consumer is and what they value at a human level. Think about your brand as a person and ask yourself these questions:
How do my consumers react when they hear about current issues?
What topics are they willing to debate, even if it means losing a friend?
How deeply connected is my brand to the problem or solution?
How can my brand be an echo of their voice?
Do I have a connection to them in a way that fits meaningfully?
Can I use the brand as a way to inspire change and create a better world?
When working on brands, I want to know what my brand would feel like if I met it in a room. How would it sound? What things would make it laugh? Cry? Until a clear brand voice is found, there is no need to speak (IMO). Because as a brand, you can show up to every Super Bowl Sunday and never make a positive impact in someone’s life. Money may buy awareness but it doesn’t buy meaning.
So, when we look at the brands that got it wrong in comparison to the brands that got it right, it’s about consumer insights. It is about knowing who is buying your brand and why. Identifying the significance the brand holds in consumers’ lives could be the key to unlocking a further connection filled with purpose and action. So in the quieter moments of the brand cycle, begin exploring and crafting messages with your agency that help people feel heard. Because brands should spend time getting to know people.
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