Copyright Forbes
Wayne Elsey, Founder & Head Coach/CEO, The Funds2Orgs Group. It appears that trust is no longer a given in our work and lives. For instance, I grew up at a time when if I looked at a photo or read content, I could trust it. I could trust that the person on the other side of the phone, whose voice was familiar, was, in fact, the person I thought it was. Unfortunately, that's no longer the case. So, it's easy to think that trust is an optional value, but it's really not—especially when you're building a mission-driven brand. At a time when AI continues to create immense opportunities, it’s more important than ever to operate with a people-first business approach. Having created several for-profit social enterprise brands that are global leaders in sustainability and reuse, I can tell you that entrepreneurs can make great profits on mission-driven brands. If we get back to basics and see people for who they are—people who experience joy, sadness and experiences as we do—we can leverage tech to better our lives and the environment. And while we need to look beyond just ourselves, it's also important to create or join movements that resonate with us. In my own professional life, that's the circular economy, global jobs (including here at home) and ending overconsumption. Here are some of my top considerations for building a mission-driven brand that people actually trust: Be intentional and not superficial. Not too long ago, the CMO of our brands and I decided to shift gears. Sure, we know that it's essential to share content with our followers, but we decided to go against what many marketing experts suggest, which is to share, share and then share some more. For instance, when we realized our audience had been calling us by another name—perhaps something that was more memorable than our actual name at the time—we sprang into action. After analysis, we changed the name of our brand to respond to the market. We also became more niche with our target audience. In other words, we decided not to be everything to everyone, and we decided to zero in on a niche market. At the time, people worried it wouldn't work, but it did, and as a result, we gained significant partnerships. Small and medium-sized companies, and not just corporations, can focus on making the world a better place. That's what we have proven with two of our brands, including the one where we changed the name and went niche. Lead by example, no matter your reach. Look, we’re all doing the best we can. That’s the truth. And while there are genuine influencers out there, such as Simon Sinek, Deepika Padukone or Selena Gomez, most of us don't have the same reach they do. However, we can still take inspiration from them. For example, Selena Gomez is someone who leads by example. She has been open about struggles with mental health, and she’s using her social leadership and presence to drive change with the Rare Impact Fund. Within each of us, we have the answers that come to us in the form of intuition about what and how we want to live our lives and what we want our work opportunities to look like in the world. Although many of us don't have the number of followers the world's top influencers do, it doesn't mean we can't change one life. And it doesn't mean that we can't lead by example with respect and integrity to make our communities better for everyone. Be consistent. Marketers know the value of community. But I'll share something with you: The people who are the best partners for our brands believe they are part of a movement. Many people want to live a better life and improve their circumstances, including those of their communities, but don't know how. By showing them a path forward, you can build a like-minded community. While our brands continually innovate, A/B test and pilot programs, everyone on our team is consistently used to being uncomfortable. We don't operate in the world of "good enough." We always strive to be better and do better. But, in the process, we're consistent about dynamism, adaptability and continuous change. Consistency has allowed us to lead in the market. The way we do better is by always listening. We listen to what the market tells us, and we don't just trust new technology and place all our eggs in one basket. For example, recently, we reviewed and enhanced our tech stack, but we did it mindfully, using emerging tech and also solid platforms we trust. In turn, we're seeing how the information is enhancing and expediting our team's work across all areas. As we know, technology continually pushes people to upskill, from seasoned executives to the most junior person on the team. On any given day, a new dashboard on your essential platforms could significantly change the interface. And anything truly mind-blowing regarding AI can happen on any given day. But, in all of it, it’s essential to stay consistently moving forward. Focus on impact. Building a mission-driven brand isn’t easy, but it’s worth it. We're well past the point where people are skeptical, and it's essential to bring back people-to-people and human-to-human interactions. I don't suggest not using tech, but make sure your business doesn't lose sight of its mission. The more business leaders make this shift, the more we can all earn trust through actions and not simply content. Company mission equals impact.
