According to insight analysts Mintel, in recent years brands have taken great strides to become embedded in the heart of communities. More and more, personalisation has been key to communication – consumers don’t want to absorb generic content, they want to feel that brands know them inside out and what really makes them tick.
A great example of this is the Tod’s restoration of Rome’s Colosseum, a £21million project that will see the iconic landmark restored to its former glory in painstaking phases. Whilst this is a commitment of epic proportions, it’s a fantastic way to show a brand’s passion for its hometown.
Being an active member of your community is scalable, and brands already champion the way with this, through local charity partnerships and customer call to actions – with retailers often encouraging donations at point of sale.
Here are Grayling’s top tips for embedding a brand into the community:
- Crowdfunding – have petitions or funding websites been set up in your city to restore or introduce a unique or exciting experience for the public? If so – why not donate, or even support the campaign. Honda and Philips have already dabbled in crowdfunding with great success.
- Local issues – use your PR team to keep their ears on the ground for issues that are important to your consumers, and react to them quickly.
- Charity partnerships – whilst this is already a done thing, why not look into how you can grow that relationship more than dress down days and charity collections. What tools do you have that will be invaluable to a charity?
- Become the leader for social good – practice what you preach. Support local causes and be vocal about it. Other brands and businesses are bound to take note and follow suit.
By taking charge of initiatives that are important to your consumers, you can create extra love for your brand and show a commitment for positive change.