branding for good
DESCRIPTION
Corporate BrochureTRANSCRIPT
A cAuse-brAnding And mediA creAtion Agency
// define
// engAge
// showcAse
// issue 1
Showthemyourgood!
////////////////////////
2
// Table of contents Page # 3 The future is looking to you
Page # 4 Branding for Good
Page # 5 We can help
Page # 6 Article example from
BFG Magazine
Page # 9 Article example from
BFG Magazine
Page # 10 BFG Service Overview
Page # 12 DefineServices
Page # 14 Engage Services
Page # 16 Showcase Services
Page # 18 BfG GOODIE AWARDS
Page # 20 Look us up or give
us a call!
A cAuse-brAnding And mediA creAtion Agency
// heLLo, we Are brAnding for good
// The future is looking to you
////////////////////////
3
our story starts with your story. it starts with how you excel
as a community for today and for future generations. how you
support your staff and engage your employees. it’s how you
create innovative products and services that work with the
environment – not against it.
it’s about how your actions inspire your customers, your suppliers
and the future managers of your company. it’s a story of shared
values and grounded beliefs. it’s a story we call your Living brand.
whether you’re a large or small company, branding for good
works with you to define your unique Corporate Social
responsibility communication platform, provide opportunities
to engage your teams and show the world your good!
// Branding for Good
we are a cause-branding and media
creation agency. We define, refine
and showcase your company’s social
responsibility initiatives by designing
brand content online, in print and
through engagement events.
// PeoPLe // PLAnet // Profit
////////////////////////
4
A cAuse-brAnding And mediA creAtion Agency
// We can help
Define your living brand establishing your corporate social responsibility platform really means
defining and understanding your Living Brand: how your profit, your people
and your environment work in balance. our aim is to identify this balance
and help you express it in your communications.
engage your communitiesunderstanding your living brand is fundamental. Acting upon it is essential!
our initiatives can help build your living brand by engaging your company
and its employees on both local volunteer engagements and global
investment initiatives.
showcase your good!more than 2/3 of people interviewed don’t think companies are giving them
enough detail of their csr efforts*. our media services cover the overall
strategic approach of your csr platform as well as the day-to-day victories
your company realizes in its journey towards sustainability.
* Cone Cause Evolution Study
// define your unique csr communicAtion PLAtform
////////////////////////
5
// IKEA: Make a Required Service a Brand Builder
IKEa:
A LiVing
brAnd
eXAmPLe ArticLe from bfg mAgAzine #2 by bfg brigAde member roger brenninkmeyer
I have never seen any retailer celebrate
and incorporate their Recycling Sevices
as a brand communique as boldly as
IKEA does. These images I took in a
Toronto IKEA store are most definitely
typical of their recycling presentation
across the globe.
Positive brand association is obvious
for two reasons:
1) It’s bold. The massive green wall that
can be seen from across the street
becomes an appealing interactive
display of recycling options once the
customer is standing in front of it.
It just makes you feel good using it
or just walking by.
2) Where recycling services may
have been a competitive advantage
some years ago, they are pretty
standard now. Not surprisingly,
many companies don’t advertise
these services because they don’t
drivecustomertraffic.
That’s not the case with Ikea.
Instead of hiding recycling services
behind a desk, Ikea brings them out in
the open, right next to the entrance,
as a pillar of their environmental
stewardship. So in addition to offering
convenient recycling as customers walk
in, this builds on Ikea’s story as an envi-
ronmentally conscious brand. For Ikea,
recycling is a never-ending process.
ikeA brings their
‘good’ out and
displays it proudly
next to its entrance
////////////////////////
6
A cAuse-brAnding And mediA creAtion AgencyA cAuse-brAnding And mediA creAtion Agency
////////////////////////
7
eXAmPLe ArticLe from bfg mAgAzine #2 by bfg brigAde member JessicA ocheLtree
////////////////////////
8
A cAuse-brAnding And mediA creAtion Agency
// Uniqlo Finds New Use For Old Clothes
uniqLo
A LiVing
brAnd
An eco-
friendLy And
sociALLy
conscious
initiAtiVe
cALLed the
ALL-Product
recycLing
initiAtiVe
or, more
commonLy,
uniqLo
recycLe.
A cAuse-brAnding And mediA creAtion Agency
In Japan, thrift shops in the Western
mold are not very common. Sure, you
can find used clothing shops, but they
are generally boutiques for luxury
brand names and funky fashions.
So what’s a person to do with their
gently used clothing without that
pedigree? Clothing manufacturer
Uniqlo took a look at the 500 million
plus units they are producing each
year and wondered the same thing.
Their solution: an eco-friendly and
socially conscious initiative called
the All-Product Recycling Initiative
or, more commonly, Uniqlo Recycle.
Originally, the company was exploring
the option of turning used clothing into
fuel, but then the United Nations High
Commissioner for Refugees expressed
an interest in sending it to refugee
camps (UNHCR). In 2001, Uniqlo began
collecting certain items from their
fleeceline,butonlyatcertain
times. The customer response was
overwhelmingly positive. So in 2006
theyofficiallylaunchedandbegan
expanding Uniqlo Recycle, which
now allows any Uniqlo product to be
recycled at any time at any store in
Japan, the US, the UK, South Korea
and France. To date, the program has
collected more than 11.5 million items.
Most items were distributed to
refugees and internally displaced
persons through the UNHCR, Japan
Relief Clothing Center and Japanese
Organization for International
Cooperation in Family Planning.
These organizations insure that
donations are suitable for local
weather, meet the demographic
needs of the population, and are
culturally appropriate. About 10
percent of the donations was
deemed inappropriate and recycled
intoindustrialfiberorfuel,making
the program a fantastic example
of cradle-to-cradle thinking.
////////////////////////
9
focusing your giving and engaging your employees
creating, executing and measuring media content that showcases your good
Media Distribution branding for good
affiliate Distribution Partners
Defining your essence through cause-branding and design
// Define
// Engage
// Showcase
// BfG Service Overview
////////////////////////
10
Photography Video
info-graphics
a a a a aa a a a a a a
identity Definition
featureArticles
story- telling snapshots
initiative Alignment
design services
social media
single- event initiatives
your cause-branding
trustpoint dynamics™
bloggers magazine e-news news Video soc. med. Journalistsmobile
giving Platform Definition
A cAuse-brAnding And mediA creAtion Agency
// Showcase your good
////////////////////////
11
// Define Services
every business needs to build meaning into how it conducts
business beyond profit – how it relates to its employees and
the communities in which it works.
We help define your unique CSR communication platform,
provide opportunities to engage your teams and show the
world your good!
although our solutions are uniquely suited to your environment,
here are some details about our product offerings:
// identity definition // define your LiVing brAnd
A big part of implementing csr is in how it is presented to employees, management and customers. our Identity Definition and brand guidelines build consistency into your messaging and overall brand appeal.
// Identity Definition
// Design Services
// Trustpoint Dynamics TM
inform and inspire by way of visual design. we combine design, strategy and sustainability to inspire trust in everything that defines your brand.
build trust with customers by understanding your touchpoint landscape, improve and find cost savings in the process. trustpoint dynamicstm help highlight the most valuable touch-points unique to your brand program.
For available service packages please find details on our website at www.brandingforgood/bfg-define-services
brAnd essencenAming / messAgingtrustPoint dynAmics™brAnd identity system
Image: www.sxc.hu ////////////////////////
12
A cAuse-brAnding And mediA creAtion Agency
////////////////////////
13
// Engage Services
it goes without saying that a more engaged employee is a
better employee. in recent surveys of corporate employees,
80% consistently report being more motivated and loyal the
more socially responsible a company becomes.
We are here to help you define a “giving” platform that not
only engages your employees but also builds real trust with
your customers by getting your team and work involved in
the communities in which you live.
// engAge your communities
our engagements are designed to involve your employees one initiative at a time. The need is defined, the non-profit ready and the marketing arranged. All you have to do is roll up your sleeves and jump in.
focusing your giving to serve others strengthens employee relations and builds customer trust.our workshop will help identify the right community partner to compliment your company brand and vision.
// Single event initiatives
// Giving Platform
// Initiative Alignment
synergize your company’s giving on one platform. our online giving portal enables any company to manage volunteer hours, corporate matching and gift carding from one central location.
initiAtiVe consuLting eVent coordinAtion Video ProductionPhotogrAPhywriting serVices
For available service packages please find details on our website at www.brandingforgood/bfg-engage-services
Image: www.sxc.hu ////////////////////////
14
A cAuse-brAnding And mediA creAtion Agency
////////////////////////
15
// Showcase Services
// Let’s showcAse your good!
the majority of consumers prefer one brand over the other
if they know the company involved is socially responsible.
yet most companies don’t purposefully integrate their
sustainable efforts into their marketing communications.
this is where we can help!
we work with you to identify innovative changes your company
is taking in the areas of environmental stewardship, employee
engagement, leadership and day-to-day policies and procedures.
Our stories aim to cover both the general and specific
day-to-day victories your company realizes on its journey
towards sustainability.
// GOODIE Awards
// Media Integration
// Visual Media
for business-to-business networks that want a fun way to engage potential customers try our contest platform and build your network.
do you have great csr stories you want to share? our cost-conscious media packages can do just that!
Visual media in the form of Photography, Video or infographics is a great way to get your messages across.
Picture: wolfeyebrows.wordpress.com
creAtiVe serVices mediA distributionwriting serVices bLogginginfogrAPhic design
////////////////////////
16
For available service packages please find details on our website at www.brandingforgood/bfg-showcase-services
A cAuse-brAnding And mediA creAtion Agency
////////////////////////
17
// BfG GOODIE AWARDS
the goodie Awards nomination
platform is a great way for any
organization to boost awareness
through the power of csr storytelling. More? http://www.goodieawards.com
// PeoPLe // PLAnet // Profit
////////////////////////
18
A cAuse-brAnding And mediA creAtion Agency
// Run your own CSR contest
as the host sponsor you define your
award. we create the platform. Local
businesses share their “good” stories.
everyone votes. the best story wins.
you build lasting relationships.
Perfect for:• organizations expanding and
developing a positive impression into new territories
• Human resource managers looking to make employees aware of existing
company initiatives
• networking organizations (BIa’s, chambers of commerce) looking for
a fun way to engage membership
// define your unique csr communicAtion PLAtform
////////////////////////
19
Announcing goodie AwArds
Look us uP or giVe us A cALL!
305 Lakeshore rd. e., 2nd flooroakville, ontario L6J 1J3905 - 842 - [email protected]
www.brandingforgood.com
become A bfg contributor, Join our brigAde
// define
// engAge
// showcAse
// how to
contribute
// your
stories
Showthemyourgood!
Join the branding for good brigade and become one of our key
contributors in discussing how csr helps to build positive brand
awareness of companies and the communities they serve.
http://www.brandingforgood.org/contribute/
we’d love to hear your stories about companies – and leaders within
them – who “walk the walk” in terms of employee engagement,
environmental stewardship and community initiative.
All accepted contributions will become a part of our online community
and potentially in our quarterly magazine.
Eco-Friendly