From the course: Designing an Authentic Brand
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Where can you be good?
- A powerful way to build a connection with your audience and to highlight your authenticity at a deeper level is impacting your community internally and externally. 77% of consumers buy from brands who share the same values as they do. This is often a great place to start when you are looking at digging deeper into your brand's authenticity. When thinking about creating a social impact for your brand, you have to think about it as more than merely a marketing tactic. It should be a part of the marketing strategy, but it's purpose needs to be aligned with the overall values of this organization. All of this also applies when you're working with a client. When determining what is right for your brand, look at your mission, vision, and values, and determine if they are aligned closely with those attributes of your organization. An example of this is a LUNA bar, a nutrition bar product targeted toward women. The social cause…
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