I Love You Just the Way You Are?

I have been to a lot of weddings. While most of them were beautiful and meaningful events, and a few were indescribably fun, a wedding last weekend was perhaps one of the best I have ever attended.

It wasn’t just that the bride was beautiful and overflowing with happiness (she was) or that everyone seemed to have a great time (they did).  What separated this from other weddings was that more than any other, this one was a true and perfect reflection of the happy couple.  It was authentically them.  In everything from where the reception was held, to the readings at the ceremony.  From the band selected to their first “dance.”  And, most importantly, to the public commitment they made in front of us, to us and with us.  And, because all of those things reflected and amplified who they are, it was a wedding that all who attended will never forget.  I was honored to be a part of it.

Why am I using my first posting here at Social Yell to write about a wedding?  As I sat down to write this, snapshots of the wedding floated through my mind, and I began to see parallels between this wedding and socially responsible brand marketing.  Like this couple, a socially responsible brand strives for authenticity in everything it does.  And, like this couple, that leads to those that participate with the brand to be loyal and have a sense of inclusion with it.

When brands express who they are, it is not enough to state it in a print ad, or on a website.  Everything that brings the “who we are” claim to life must be consistent.  In a word, authentic.  Take Patagonia for example:  The company’s mission to build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis is reflected and amplified in everything they do.  It is in how they design, manufacture and distribute their products.  It is in how they construct and work in their buildings.  It is in the information they provide to their customers on how to recycle their Patagonia products when they are done using them, and through the organizations they support.  And it is in one of the most impressive things they do – track the journey each item of clothing goes through from the raw materials to manufacturing to distribution.  As expected, they take credit for the things they do well.  But what is wonderful about Patagonia, is that they admit what improvements they still have to make.  And, by publicly stating that there is still work to be done, they have made a commitment in front of us, to us and with us.  As a result of this public commitment, Patagonia enjoys loyalty, passion and commitment from their consumers.  Isn’t that what every brand wants?

Authenticity and transparency is scary for many brands.  Brand leaders sometimes feel that if they open the doors, people will see that they are not perfect, or that they will get “caught” on the inconsistencies and the not-so-great things they are also doing.  So, how do you convince brand leaders to move forward to more authentic marketing?

1. Gather information:  Pull a team together and have an honest discussion about the good and the not-so-good you are already doing.  Put a plan in place to eliminate the not-so-goods.  What are the ways that you can “get the job” done in ways that you don’t need to conceal?

2. Define the “going forward rules”  – what do you strive to do?  What won’t you do?

3. Start small.  Pick a small brand or a product line and communicate your intentions: what you are trying to do, what you have already done and the work still do do.

4. Reach out to others for guidance and support.

– Who are the influencers in this area that can help stretch your thinking to “do good” and help you get the word out?

– When thinking about cause marketing or partnerships, what organizations make sense to solidify and enhance your message?

– When thinking about new products and new communication campaigns, how does this new thinking get integrated?

This is  a short and seemingly simple list and that is the point.  This does not have to be big, bloated and complex.  It does, however have to be well intentioned, purposeful and authentic.