By Jocelyne Daw
COM_LAND_Investment_280x369-NEW
A compelling brand defines who you are
I was proud to have presented at the February Conference Board of Canada's Corporate Community Investment Council meeting in Toronto. I shared the Canadian Oil Sands "Math Minds" case study, and the key message of the presentation was that every Community Investment program has a brand, whether it is managed it or not. Community investment professionals must embrace a brand mindset. They need to communicate and demonstrate that they are delivering value – for both the company and the community.Embracing a brand mindsetA focused compelling brand defines who you are and what you stand for. It compels attention. It demonstrates your unique value and expresses it in a relevant and differentiated way. Done well, it tells a story that drives engagement and impact. It maximizes the trust and loyalty required to secure the continuing flow of resources necessary to fulfill your company’s social purpose. What is YOUR CI brand?The fact is, your community investment program has brand –whether you manage it or not. A brand is more than a logo or communication tool. It’s what people say about your program when you’re not in the room. It’s your reputation, identity and goodwill with internal stakeholders and in the community, formed by every action, communication and interaction.Ask yourself - what are the perceptions of the community investment program?
Can people clearly describe what you stand for or is it invisible?
Is it known for creating value or giving out money?
Is it seen as a central part of the company’s work or as an “add-on” to the “real work” of the company?
Is it an integral part of your company’s brand, strategy and culture or is siloed?
Stand for something and you stand out
A well-owned CI programs builds internal brand advocates
Your answers will determine if your community investment has a brand that makes it an easy target for tough economy cutbacks or one that breaks through as a valued asset and even a strategic competitive advantage.From traditional to a CI brand that breaks throughA breakthrough CI brand has a discernible difference in the way it walks and talks, a palpable shift away from traditional community investment positioning to a focused, strategic approach:1. From giving out money to standing for somethingIn traditional CI money is handed out to many organizations based on a company’s pillars. In many cases the pillars are not clearly defined with a specific focus and clear outcomes. As such almost any application can fit, leading to an array of disjointed program support. Leading CI programs have clearly defined who they are and what they stand for based on their company’s strengths. They focus each pillars around a cause and the outcomes they seek. They select organizations that bring their shared commitments to life. Stand out CI programs have a sense of purpose and clarity around what they want be known for. 2. From supporting nonprofits to driving impactA traditional CI brand focuses it support on nonprofits. A standout brand focuses on making a credible impact. It puts its efforts on critical community issues where the company can make the maximum impact. It finds the right organizations, acts as a partner to leverage internal resources and brings like organizations together to advance even higher impact and increase credibility and capacity.3. From communicating activities to selling benefitsThere is an old saying that activities tell and benefits sell. Rather than just reporting on activities and programs being supported, a breakthrough CI brand focuses its communications on the benefits and outcomes that deliver value for the company and the community.4. From organizational silo to integrationIn traditional approaches, the CI team is singularly responsible for the program. While they are critical in shaping it, all-out efforts are made to ensure the program aligns with the company’s brand and business strategy. The best outcomes are delivered by aligning with a company’s core competencies and business strengths. This ensures cohesion and operational effectiveness. Leading CI brands make a concerted effort to break down internal silos and bring the organization together around shared needs, values and commitments.5. From being well-known to well-ownedBeing better known does not equate to being better understood or valued. Awareness is helpful, but does not necessarily lead to support and even less surely commitment. A stand out CI brand spends as much time engaging internal communities around what they stand for. They believe in the power of many and involve their internal community in a way that creates pride and a sense of ownership. Meaningful two-way engagement accomplishes far more than any controlled messages ever could. How-to adviceBuilding a focused, compelling CI brand starts from the inside and moves out. It takes deep introspection and careful research to understand and define what your CI program stands for. It takes courage and commitment to focus efforts, align resources and drive true impact.But it’s worth the effort. A stand out CI brand wins mindshare, loyalty and resources by authentically conveying relevance, by demonstrating value and identifying ways to drive engagement. It thrives by appealing to the head, heart and hand.