The concept of ‘giving’ in branding and tips for becoming a generous brand in 2020 and beyond.

”We make a living by what we get, but we make a life by what we give.” - Winston Churchill

The world as we know today needs more generosity. As times become more challenging, people seek empathy and turn to brands that are more sustainable and kind.

When you show care for people and the environment, you get noticed.

Giving is a powerful way to create relationships, bonds, and trust. 

A generous brand attitude attracts prosperity.

Brands that bring joy and give more will deliver greater impact. 

It is the secret sauce to brand-building success.

So remember, as you build your brand strategy, make generosity a key brand value.

What should your ‘giving’ strategy be for your brand?

Branding is not only about selling. It is also about giving.

Reflect on this quote:

“Giving is not just about making a donation. It is about making a difference.” - Kathy Calvin

Imagine what the concept of giving’ can do to your brand.

Start with asking yourself the following questions:

• What do I promise to give people without anything in return?

• What can they expect from my brand that is differently more than my competition?

• What more can I do?

Become a generous brand that offers people something meaningful, a fresh perspective, new hopes.

Generosity can tell a lot about who you are as a brand, who you want to be, and who people perceive you to be…

Build a brand reputation for generosity.

Generosity is contagious. The key is to practice kindness in ways that move people emotionally and grow them spiritually.

The type of goodness that extends beyond material possessions to include:

• ideas;

• inspiration;

• encouragement;

• support;

• care;

• time;

• attention; 

• commitment;

• experiences;

• wisdom

Take for example the following brands who have successfully made benevolence their core offering:

• WeTransfer, the go-to file-sharing tool for creatives launched its bespoke editorial platform WePresent to give creatives using the platform a place to showcase and talk about their work;

• Corona with its edible 6-Pack rings that feed, rather than kill, fish:

• Loliware that stands for a plastic free future:

“Single-use plastics should never last forever. They should be designed to disappear.” said Chelsea Briganti, Co-Founder & CEO of Loliware.

• Airbnb for its cultural and community-building values with its expansion into social impact experiences and adventures that allow for hosts to partner with nonprofits to create transformational interactions for local and global causes:

• TOMS and Warby Parker for their social value and “buy one give one” promise:

As your brand grows, let your reputation for generosity grow with you to become a core component of your:

• business model;

• product/service;

• social impact;

• marketing communications;

• advertising;

• brand personality;

• brand experience;

• branded content;

• customer service;

• employer brand

Some ‘giving’ tips to create a generous brand:

You may wish to consider the following tips to create a generous brand:

Give people a story, not a message with information.

Give a rewarding experience, not an ad.

Give anything but an ad.

If you must, give an ad that is not an ad.

Give testimony, not facts.

Give the opportunity to exchange, not an ordinary transaction.

Give a platform for self-reflection and human connections, not a means for self-expression.

Give stimulation for new thoughts not a rationalization of ideals.

Give hope, not despair.

Give dreams about a better future, not longing for nostalgia.

Give encouragement, not indifference.

Give forgiveness, not blame.

Give for the cause, not for applause.

Give love, not hate.

Give simply. Don’t confuse.

Give cheerfully.

Give purposefully. 

Give responsibly.

Give generously.

Give more than what’s expected.

And you will receive, abundantly.

So go ahead, dream on. And make generosity your key brand value.

What will your giving strategy be for 2020?

“The value of a man resides in what he gives and NOT in what he is capable of receiving.” - Albert Einstein

Bastien Frediani
LinkedIn: in/creativebrandstrategist
Email: strategy@thinkbastien.com

Bastien Frediani is the founder and strategist of ThinkBastien, a strategy studio that helps bridge the gap between vision and audience.

For brand personality and values, ThinkBastien

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