Not only is there no dichotomy between selling this way and making a profit, the two are absolutely aligned. When your purpose in selling your product or service is noble your focus is totally and absolutely on the value you bring to your customer.
It’s always been tough to start a new business, even when the bottom line was just making a profit to stay alive. Entrepreneurs are now measured against the “triple bottom line” (TBL or 3BL) of people, planet, and profit.
Too many startups treat their brand voice like the redheaded stepchild of brand-defining efforts. If you have great qualities on your side, such as a pristine website and ubiquitous social media involvement, sometimes it’s difficult to even notice or care that your voice isn’t fully defined and confident.
You’ve probably heard of cause marketing before. We see examples every year, from Dove’s Campaign for Real Beauty, which promotes positive body image, to Lee’s National Denim Day, which raises awareness of breast cancer via an initiative to donate $5 for the right to wear jeans to work on October’s first Friday.
Rebranding has to be more than business as usual with different letterhead. Culture and brand have to align, and they have to start at the top. Rebranding is an opportunity to reinvent your company from the inside out.
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