Is Branding the same, no matter what you do?
While the above question may elicit diverse reactions from marketers and entrepreneurs, we at Creatively Unsettled feel, quite instinctively and passionately I must say that social good brands need to be distinct in the way they connect with their customers and other stakeholders. This means that the promises they make, the way in which they think and articulate, the content they use and their conduct needs to be markedly different from their commercial peers.
A Social Good Brand is the custodian of the social mission it espouses. As it works towards its mission, it impacts lives and tries to make the world a bit better than it was before. This is its biggest brand promise and ideally should be the cornerstone of its branding efforts.
Does a social good brand’s mission entail a different approach towards choice of tools and means of brand communication?
One of the biggest factors in this assessment of branding techniques is the geography. Needless to say, branding a social enterprise based in India can be perceptibly dissimilar to its counterpart in Europe or America. Local socio-economic factors and sensibilities of stakeholders play a big role in how social enterprises brand themselves.
Are Indian social enterprises aware of the need for branding?
Branding can be done in several ways via multiple channels. Availability of resources- manpower and money coupled with awareness and willingness to brand itself also plays a crucial role in a social enterprise embarking on branding journey.
Do social enterprises in India have specific branding goals and the requisite resources to achieve them?
We want to seek answers to the above questions and paint a picture of how social good brands in India brand themselves. It is for this endeavour that we seek your coöperation. If you are a social entrepreneur OR a professional employed in such an enterprise OR someone at a position of responsibility in a Nonprofit then please respond to our survey and as a token of appreciation we will give you access to a free copy of this e-Book. Further, we will share the findings with you before we share it with the world.