Leverage Your Message of Change to Reach Your Target Audience
Your social enterprise has a purpose that drives change through the products or services you sell. Your target audience thrives on that purpose, connection with your cause, and knowing that they’re making a difference through supporting your business.
When your social enterprise’s purpose speaks to your audience’s values and motivations, a deeper connection with your brand takes shape. In your messaging, regularly expressing your social enterprise’s purpose, mission, and vision emphasizes exactly where you stand.
Outdoor apparel company Patagonia knows this, and it has shaped their brand. They started off making climbing gear but always had a foot in activism. The California company frequently leads the conversation in environmental and humanitarian activism — compelling their consumers to learn more and get involved with every scroll-stopping marketing campaign.
A visit to their website shows the pursuit of environmental and humanitarian activism before advertising any apparel. Patagonia’s messaging resonates deeply with its target audience. It leads with causes first, products second.
Patagonia has outdoor gear worthy of outfitting any record-setting trek. But the true driver of brand loyalty for their target consumers is found in their messaging: the planet and people come before profit.
To build on a loyal brand following, know that your target audience is invested in your mission and the actions taken to achieve it. In the end, it’s a deciding factor in whether or not they buy your product or service.
While some brands are just trying to reach consumers by talking the talk, your differentiator lies in your authenticity. And that authenticity is palpable to the conscious consumer.
Telling stories about your cause as well as leading the conversation fuse deeper brand loyalty and engagement with your target audience. It doesn’t just check a box on your marketing to-do list.