I read on Bright Planning that “People want to connect with brands that are giving back or doing something for the greater good rather than just their bottom line. Figure out how your business fits into that and share the story through your brand identity.”

Most marketing people, especially branders, would agree with this sentiment. I mean, what’s wrong with doing good?

Not to be contrary but this isn’t for everyone. Not doing good – that’s never a bad idea – but to make it part of your brand identity. Unless you are a nonprofit.

At What’s The Idea?, brand strategy framework is one claim and three proof planks. The claim is a value statement built upon care-abouts and good-ats and the planks are the proofs or evidence of the claim…organized into discrete groupings. These proof planks are best when endemic product/service values. A more comfortable children’s underwear. A more fastidious building cleaning service. A healthcare system that integrates better with the community.

Being a good corporate entity is the price of entry. It’s not your day job. It’s not a brand plank. Branding is about currying favor with consumers, meeting their needs, in indestructible productized ways. Do good, be a good corporate citizen. Use your brand wealth to share the good, but don’t make it a bolt on to your identity. Not everyone can be Patagonia.

Peace.