‘What is a social good brand’ is more of a marketing discussion than an academic one. Having said this, it is vital to distinguish between a true social good brand and a brand doing social good for building its reputation. The former category of brands excite me and are the focus of my work. In my e-Book titled ‘Understanding the Art & Science of Visual Storytelling for New-age Social Good Brands’, I have made an earnest effort to define a social good brand.
A Social Good Brand is an organized entity that primarily applies itself to solving a single or a multitude of socio-economic problems through resourceful and positive intervention and sustains itself towards its vision by raising funds from donors or by generating profit through business operations or both. This intervention is in form of a social innovation, delivered directly either as a product or a service or both to target communities and markets
If you relate to the above definition and can locate yourself in the below image then the ideas propounded in my book are directly relevant to you.
In my earlier post announcing the launch of my e-Book, I mentioned about an Interactive template that can help entrepreneurs and marketing managers identify what type of stories apply to their brand. As a prerequisite to that it is crucial for you to recognize that there are 4 types of stories that you can create for your brand:
Based on my experience of creating visual stories for a dozen social entrepreneurs across clean energy, education, healthcare and fair trade, I believe that there are 4 basic questions about you that need to be answered:
Who Are You?
Who Is Your Primary Audience?
What You Want Them To Do?
Why Are You Telling Your Story?
Answering the above questions equips you to take the next step to identify the most suitable brand story. Let me elucidate.
Let’s say you are a For-profit social enterprise involved in providing livelihood to rural artists by giving them access to consumer market to sell their handicrafts. You want to raise funds for your startup by pitching your idea to an impact fund.
Here’s how you can utilize the Interactive template in the e-Book to identify the right type of story to pitch
The template plays a small role in helping you decide what type of brand story to make depending on who you are and who is your audience. Change your audience and the template shows a different score. However it is only a tool. It is you as an entrepreneur or a marketer who needs to think about how the world wants to perceive you.