How a Social Mission Helps Your Company (Part 1): Creating a Brand that Consumers Take Personally

One of the immediate benefits of leading a company with a strong social mission is that if you can communicate your product message clearly, your customers will become evangelists for you. Increasingly, customers use their product choices to promote a personal identity.  Microsoft’s “I’m a PC” commercial and (Product)RED t-shirts and iPods are just two examples of this.  If your brand allows people the opportunity to feel that they are doing some good, or joining the ranks of other admirables (Lance Armstrong’s LIVESTRONG bracelets did both), they will buy, wear and tweet about your product because it reflects positively on them.