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Is Kindness The Best Way to Build Your Brand?

Fires burned in Asheville while people in Raleigh donated to help out.

Fires burned in Asheville while people in Raleigh donated to help out.

What is your brand? Is it your logo, your color palette or your trendy new office? At Targeted Persuasion, we know your brand is ultimately how the public perceives your organization. Logos, colors and spaces certainly play a part in that perceptions, but there’s one element of personal and organizational branding that’s often overlooked – kindness.

For example, brands in the hospitality industry are expected to provide quality service to their paying customers, but their many acts of kindness toward the broader community usually go unnoticed. However, by actively scanning social media, Targeted Persuasion staff discovered an opportunity to show kindness during chaos.With wildfires burning across Western North Carolina, a local mayor posted to Facebook a list of items firefighters needed. We knew a Raleigh-area restaurateur known for supporting first responders, so we alerted him immediately.

We initially asked if the restaurateur was interested in acting as a collection point for supplies that we could ship out to Asheville. Not only was he willing to collect supplies, but he filled his large SUV with supplies and headed to the mountains that very Friday.

To help ensure our client’s kindness was shared with the community, we alerted media the supplies would be coming. Since this client needs to continually engage elected officials, we contacted the area’s state representative to help receive the supplies. As a result, media were on hand to interview the local representative and the Raleigh restaurateur.

We know your organization or business wants to do good because it’s the right thing to do, but are you actively seeking these opportunities to offer kindness? Are you sharing your contributions with media to help build your brand? Be sure to intentionally seek opportunities and expand your reach through media. You can build your brand through acts of kindness if you make it a part of your communications plan.

Why not start today?

Doing Good: Building your brand as you build relationships

500 people gather as elected leaders serve Thanksgiving dinner.

500 people gather as elected leaders serve Thanksgiving dinner.

One exciting shift for organizations and businesses is a drive to actively seek ways to give back to their community and make a meaningful impact. Groups are finding causes that line up with their goals and objectives, connecting with them to seek opportunities, and building their brand in the process.

Targeted Persuasion helped a national client expand and promote a local Thanksgiving dinner in Asheville, NC. This dinner brought together restaurateurs, elected officials, and a segment of the community that needed to feel fed and valued for a heart-warming evening. In fact, the Mayor, several city council members and county commissioners volunteered to help serve over 500 meals to those in attendance with another 200 meals being packed up and delivered directly to the community. Part of our responsibility was to include the local media. WLOS, Fox Carolina, and the Asheville Citizens-Times all reported on the event, expanding the brand awareness of our client.

Why does this matter?

For many younger employees, giving back is built into their DNA. It’s who they are. It matters to them. Companies have learned that attracting them is not just about allowing these employees to donate time; it’s about actively creating opportunities for employees to give back to their community. A secondary benefit is team building. The team building that’s innate to these opportunities has the ability to positively impact productivity and corporate culture.

Organizations are quickly learning that giving back is one of the best ways to positively affect their brand and increase brand awareness within the community. And if the group needs to maintain solid relationships with elected officials, it’s a win/win for the group and the elected officials. The combination of face-to-face encounters and media coverage, can give your organization the type of exposure that opens new opportunities.

It’s about doing good. And this good can make your employees feel rewarded and valued while earning your organization positive media attention.

So, what good are you doing this holiday season? It’s not too late!