Regardless of what your brand is, you have a story about your influence on society. Finding out how to best tell the story is a challenging part. Is this about the influence of your products or services, or about the entrepreneurship of your founders? If you can’t think of a story to tell, talk to your employees and customers about what the company means to them. Discovering and proudly telling the social impact story of your brand will make your company interesting, popular, and even newsworthy. So read on to know how to tell your brand’s social impact story.
Let’s take the example of Apple. It is a tradition of influencing society through innovation, fashion, and consumer-friendly design that can be traced back to the original desktop Macintosh in 1976. Before Jobs’s death, he was Apple’s spokesman and chief storyteller. Although it is more challenging without Jobs after his death, Apple continues to develop its image as the world’s most innovative brand. A brand that has changed society’s communication and lifestyle.
United States Polo Association
For our American Polo Association, our design inspiration comes from our real connection with polo. Which contains more than 130 years of tradition, heritage, and classic American style. The American Polo Association or United States Polo Association (USPA), founded in 1890. Today working as the national governing body for American polo. Today, the U.S. Polo Association, the official brand of the American Polo Association, spends part of its revenue on the sport to support its positive influence on American culture and track and field. USPA global licensing (USPAGL) is a subsidiary of USPA which manages the global multi-billion-dollar American Polo Association brand. Its vision is to continue to carry out real publicity for polo. We believe that when you buy the products of the American Polo Association, you have or you own a piece of the sport and its legacy.
To further connect our brands and customers with polo we also use in-store technology and innovation. Our new high goal / high energy store references the highest level of polo. We have created experiential activities in retail stores. Activities such as selfie-taking stations with Polo as the background and live polo matches.
1.How to Tell Your Brand’s Social Impact Story-Successfully incorporate philanthropy to inspire your brand.
Through authentic, on-brand philanthropy, your company’s social impact can be further enhanced. Corporate philanthropy can increase employee participation, enhance customer and partnership, and, of course, expand your positive influence in the world. By carefully and wisely selecting a charity that fits your mission, you can connect with a cause that will help further build your positive story. Philanthropy also helps build credibility, which in turn enhances your brand through expertise and credibility.
An example of effective corporate philanthropy is the e-commerce pet store Chewy. The store, in collaboration with the humane society, during the coronavirus lockdown, donated $1 million in food and supplies to the pet owners in the underserved rural areas. By delivering free supplies to communities that may not have access to veterinary products, chewy uses the unique advantages of its brand to deliver goods directly to consumers, thus becoming a real charity.
Philanthropy has also proved powerful for the American Polo Association. A part of our revenue is used for the ongoing operation of USPA. This includes activities, competitions, player development, club support, support for injured players, and support for horse welfare.
Also, the American Polo Association brand sponsors Polo competitions around the world and makes donations to relevant charities. Charities including the Royal charity cup of the Duke and Duchess of Cambridge, African polo, the Queen’s cup pink polo in Thailand, Manipur Statehood day in India, Susan G. Komen women’s Polo in the United States, and the annual collegiate partnership program in the United States.
2.Adhere to sustainability.
If you haven’t considered the sustainable development of the enterprise, start now. Trends show that consumers give priority to environmental impact when buying. They are attracted to companies that have a common interest in protecting the earth. Now, with so many choices in almost all industries, consumers will seek and may find sustainable products with comparable prices and similar quality. But that does not come at the cost of the environment.
This year, the U.S. Polo Association, officially launched USPA Life ™worldwide to celebrate Earth Day 2021, the brand’s overall and long-term sustainability plan, including significant global product initiatives. Although we have been selling denim made from recycled water bottles for many years, we did increase our sales through this initiative. Our goal is to make a significant impact and make the world better than we find. For example, we are working to institute recycled packaging and making our iconic polo shirts and other clothing from high-quality recycled yarn and better cotton Initiative (BCI) sustainable cotton. Since these efforts need to be implemented globally, we believe that sustainability is a marathon rather than a sprint. But so far, most of the feedback from our customers has been positive.
Start from now on
Don’t wait until you see fit to start focusing on social impact, storytelling, philanthropy, and sustainable development. These initiatives will benefit consumers in ways you never realize. They will become a meaningful part of your brand’s true story.
We would love to hear about your ideas, suggestions, and questions regarding your brand’s social impact story. So feel free to contact us.