Cofounder and CEO of PissedConsumer, a review platform that helps consumers be heard and brands improve their customer service processes.
I believe in measures of success that extend beyond simply turning a profit. Growing your business requires a strategic approach that goes further than simply delivering quality products. It demands a commitment to fostering community connections and actively engaging with the world around us.
When we involve our businesses with the community, we generate a positive buzz and a brand image that resonates with customers, particularly through those endeavors that are seen as universally worthy—green initiatives and funding for local developments, for example. We all have the drive to be good and helpful, and to participate in positive, meaningful projects, and by creating a space for this collaboration, our businesses can elevate our customer interactions into meaningful, lasting relationships.
Standing Alongside The Community
Over the years, I’ve invested in developing a business with the customer relationship as a focal point, and I’ve learned to appreciate the value of community engagement. Strategizing with the community at the core sheds light on unique avenues for growth and a stronger connection with the customer. Openly engaging with communities on nonprofit-focused endeavors displays an interest that considers more than just the bottom line, and expresses a will to use our standing and resources to enact leadership in effecting positive change.
The consumer public recognizes and respects companies that show a dedication to value-driven projects, and this can be the determining factor when the shopper decides which brand gets their money.
And this isn’t just theory. I have previously written about how many of the largest, most successful businesses have acknowledged and effectively harnessed the potential of community engagement to improve their public image and online reputation.
Charity And Just Cause
Microsoft has a very well-established philanthropic division that is regularly in the news with its contributions to scientific and medical research, education, and poverty and disease alleviation. This corporate giving doesn’t have to be just an accounting strategy. This attitude toward charitable contributions can permeate throughout your company by encouraging employees to dedicate their time and donations to nonprofits and social causes, cultivating an identity of a company that invests not only in itself but also the world around it.
Community Commitment
“At Salesforce, we believe the business of business is improving the state of the world … we put action behind our words and dedicate ourselves to maintaining the highest ethical standards in everything we do,” says Todd Machtmes, Executive Vice President & General Counsel, Salesforce.
These words emphasize a solid commitment to ethical business practices and giving back to the community. Achieving recognition from the Ethisphere Institute, Salesforce has been named by the latter on its list of the world’s most ethical companies. How did it get this accolade? Well, Salesforce supports its employees in involving themselves in projects and volunteer programs that serve the community, and heavily invests in net zero and societal projects in education, employment and renewable energy.
Through these actions and a corporate culture that supports them, Salesforce has established a very positive brand identity that speaks to its customers, fostering positive brand recognition, building customer loyalty and achieving a positive brand reputation.
Supporting Social Justice
Ben & Jerry’s is widely recognized for its strong support of social justice activities, showing continuous commitment to fundraising for sustainability and social causes. While sometimes getting themselves in hot water and alienating some for their stance, the company’s sincerity in their support for the causes they align with is a net positive in terms of brand image gained and their active, loyal customers who see them as a valuable partner in efforts to make a positive change.
Organization In Times Of Crisis
Throughout escalating challenges like the pandemic, economic crisis or even war, a business might find itself not only surviving but making a tremendous impact on the well-being of the community. Nothing brings people closer than a common goal to overcome challenges. As an organization, we found ourselves in a similar situation last year when the Russia-Ukraine war started. While taking every effort to support our teams and contribute to humanitarian relief initiatives, we have also launched a donation program to support Ukrainian refugees and have supported the Armed Forces of Ukraine by purchasing body armor and drones to aid in local defense.
The company’s managers organized a volunteer group to raise funds for the city of Kharkiv and its community, purchasing equipment and supplies necessary to ensure the safety of community members and aid in the city’s rebuilding efforts. In a crisis like this, many businesses can get involved. Some of the Ukrainian-American entrepreneurs haven’t stayed aside during turbulent times. As part of the good deed, every business is recognized within the community and by its members.
What can you do?
Here are a few tips for business leaders who want to participate in the community:
• Push your shared values. What public causes match up with your sphere of interest and company values? Leverage thought leadership and highlight any alignments to engage with your customers on matters that resonate with them.
• Partner up with community initiatives. Pursue partnerships with local organizations and get mutual benefit by increasing reach, brand awareness and enhancing public perception.
• Get customers involved. Encourage your customers to participate in your community service projects. Inspire by sharing your vision and storying your journey. Placing the community at the heart of the leadership approach helps transform the customer journey into something memorable.
Whether helping in times of urgent need or working toward a better future for all, businesses that positively impact the communities that support them will be seen as having a sense of purpose and responsibility that achieves more than just satisfying shareholders. Nevertheless, the positive brand image and profitable business ideas that come with it will only boost business growth, so expect a healthy ROI too.
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