Reviewing brand responsibility
The term brand responsibility will become the next branding trend, taking the place of brand purpose, a term and theory commoditised and made somewhat stale through agency oversell, buzzwords and non-truths. For some brands, and for the people that work for them, it’s lost its meaning and importance. What once was the holy grail of ‘brand’ is now just another take-it-or-leave-it, ordinary looking cup. A box to be ticked amongst a list of ‘things to do when starting a brand or rebranding’. Brand responsibility is a noble idea and we’re advocates for it, but like its predecessors in ‘brand leading ideas’, it may fall victim to the same agency sales spin that has come before. And frankly, it should not. Responsibility can be everything to a brand and can connect brand purpose, product or service, to the audience and to the world.
A lot of brands, big or small, are reviewing their own social responsibility and taking more of a stance in creating positive change for the world as a whole, reducing their imprint on the environment, and improving social welfare. But this is all a little bit of an afterthought, an add-on, sometimes to appease a demographic rather than pioneer for it. We’re living in a time where we’re witnessing proof of brands getting this right and drastically wrong. Efforts towards social responsibility, whilst commendable, create a risk of being conceited; the next sales scheme to get customers to buy, just like brand purpose.
At Hatched, we believe the true meaning of brand responsibility is bigger than that and means much more. It is a chance for brands to take a long look at themselves and ingrain that responsibility in the very fabric, values and cause of the brand and what it’s trying to achieve. Customer responsibility should naturally become the priority, and with it, employee responsibility and social responsibility will come naturally alongside listening to the customer, to serve them and align to their thoughts, needs and feelings first. Brand responsibility is the consideration and commitment to the people the brand serves. This is what creates buy-in and trust. This is what drives a brand forward. This is what makes the difference.