Becoming an ‘Unicorn’ is barking up the wrong tree for a social enterprise that derives its sense of purpose from doing social good.
The term ‘social good brand’ has been used loosely to depict anyone who is contributing to the society in any way. But it may not be so. Being a Social Good Brand means being passionate about a socio-economic problem, attempting to solve it through sustained social innovation and intimately caring for the community for whom you seek the change.
The Personal Brand of a social entrepreneur adds a persona to a social good brand that its audiences can connect to and engage with intimately. Apart from acquiring a loyal brand following, developing a personal brand of the entrepreneur as the organization’s mascot or brand ambassador could prove to be an effective branding strategy.
Personal story shows the highs and lows of the social entrepreneur and the decisions he made that represent his grit and innovation. It transports the viewer right next to the entrepreneur through his journey inspiring the viewer along the way.