Today we bring to the stage a modern branding concept, such as brand citizenship. Today, it is no longer enough for brands to offer products or services. As we know, people expect brands to go further.
In this sense, the transformative impact of brand citizenship on business success is unquestionable.
Definition of brand citizenship
In essence, brand citizenship combines corporate social responsibility with brand management (branding). This involves a transition from profit generation as the sole objective to a model of active and real participation in the well-being of society. This concept has its roots in the social contract theory in philosophy, where brands consider their broader social obligations and integrate them into their business strategy.
We can cite that there are five stages in the brand citizenship process, as discovered in an interesting study in the Journal of Business Research, which are: protect, personalize, pamper, provide and partner. As brands move through these stages, they move from meeting minimal social expectations (such as simply complying with laws), to actively partnering with customers to achieve social change (as partners).
Impact on business success
Undoubtedly, it is a practice that fosters trust, loyalty and emotional connection. It also enhances brand image and helps in the differentiation process. This implies that consumers have a greater preference for brands with strong social commitments.
But beyond the benefits obtained by customers, brand citizenship also has a profound impact on employee engagement and innovation. This, in turn, implies higher productivity and improved profitability. From an innovation perspective, this process drives companies to pioneer sustainable solutions.
The path to this achievement begins by identifying the brand’s core social purpose and integrating it into all operations and strategies. It may be by prioritizing sustainable practices, championing social causes or creating an inclusive workforce. Every step matters.
Brands must also focus on transparency and communication, ensuring that their audience is aware of their commitment to social good. While necessary, this challenge requires a lot of effort and is underpinned by values such as authenticity, purpose and long-term commitment.
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