The COVID-19 pandemic has forced almost everyone to reevaluate their business strategies, how they work and their marketing and awareness efforts. In these uncertain times, companies must speak with their audiences with empathy and truly mindful marketing.
Responsible marketing? Wondering what that is? Its marketing is centered on meeting customers’ needs while demonstrating how the company is making a positive impact on customers and the community. It’s a great way for startups to differentiate themselves in their brand messaging and marketing messaging strategy.
Responsible marketing focuses on building trust with customers and prospects. Its core values are:
- Honesty: The company must deliver on promises made in the brand message.
- Responsibility: Socially responsible companies meet the needs of their target market.
- Fairness: No manipulative or deceptive marketing tactics are used.
- Respect: All in the company treat others – clients, suppliers, colleagues – as they wish to be treated.
- Transparency: The company communicates clearly and thoroughly.
- Citizenship: The company considers environmental impacts, encourages fair trade, and volunteers and/or donates to charities.
Responsible Marketing and Brand Messaging for Startups
Think of companies like Toms or Ben and Jerry’s. Both have managed to stand out in crowded fields because of their social activism. Toms gives shoes to poor communities while Ben and Jerry’s supports a variety of causes.
If you want to build the brand messaging for your startup around responsible marketing, begin by finding out what’s important to the audience you want to reach. You can extrapolate from your market knowledge or research the question. The key, as with any good marketing, is being customer-centric.
Here’s an example: During the COVID 19 pandemic, many offices switched to remote work. Our client, Basecamp, had been a remote company for more than 20 years. So they literally wrote the book on the topic, REMOTE: Office Not Required. The company’s resource page on remote working offers recorded live streams, educational guides, how-to videos, and even some lighter fare like home office setups.
If you want to inject your marketing messaging strategy with responsible marketing, take some time to think about what kind of information your customers need and how best to share that with them. This can be in the form of newly created content or even resharing content that has been helpful in the past.
Trends for Marketing Messaging Strategies
Here are important trends to watch.
Ecommerce and Data Privacy
Companies need to add data security, avoid data sharing that’s not consensual, and get rid of inaccurate personalization.
A brand that supports causes close to its customers’ hearts can build a more loyal customer base.
To become a fully sustainable brand, you need to consider the impact of everything you do. That means going beyond products and packaging to consider how your marketing can be sustainable.
Remember, the key to responsible marketing is building customer trust. That requires brand messaging that’s authentic, believable, and presented consistently in an overall marketing messaging strategy.
Contact us for assistance. We’re experts in coordinating responsible marketing initiatives and brand messaging strategy development.