As a B Corp certified creative agency, we take impact-driven organizations to the next level in their branding. We ‘build’ that branding on a strategic foundation, because it will enable you to continue to build your brand and visibility. But how do you write a clear strategy and where do you start? As part of B Corp Month, we would like to give you some insight in how we help impact-driven organizations to write a clear strategy.
Step 1. List the basics
As a social enterprise, your impact comes first. But just the ‘social story’ isn’t enough. What are the target groups of your service or product? What social mission do you want to fulfill and which barriers do your users experience? How do you solve these barriers, while also working on a better world? And what message do you tell at which moment in your communication? At Multitude, the strategic foundation is the basis of all our projects. We firmly believe that creativity is essential in your brand strategy. Only with the right foundation, we can continue to work on content that strikes home with (digital) resources that you like to use.
Step 2. Define your mission
Your mission is the basis of your right to exist as an enterprise, your raison d’être if you will. It’s the more substantial, socially driven motivation behind the identity of your organization. What are the main incentives for you and your employees? What do customers say about you? What are your core competences, KPI’s and what is your proposition? A good mission describes both your existing purpose as your new one. It captures your core message and tells the importance of your organization within society.
Step 3. Put your vision in the bigger picture
What is your organization’s ambition? To create this dot on the horizon, it’s important to map out any developments, trends, social context and customer needs. Our clients are often visionaries: they look further than just today or tomorrow. In what world do we want to live in 10 years time, and how do we get users to join us in that scenario?
Step 4. What are your goals?
Speak from your ambition. What is your BHAG (Big Hairy Audacious Goal)? Don’t be afraid to think big, and consider both internal and external developments in your organization.
So for example: In X years the world will look like this, and our part in that is A, B or C.
Step 5. Put your ambition in future perspective
How does your organization create actual social impact? Which social-cultural issues are relevant to you and what point of view does your organization carry on these issues? As a social enterprise or B Corp you’re in the unique position to become a thought leader on (growing) social and cultural themes. That position doesn’t only strengthen your organization’s mission and vision, but also the position you take in society. That’s why it’s important you show all the societal motivations you have in your brand communication. Show what you do, to really make an impact. Explain how you do this, and be transparent about the parts you think you still need to improve. Acquiring a B Corp certification can be an important part of this. That way you become part of a community of mission-driven organizations that are ambitious on several social issues. Your B Corp status can therefore be a good way to see how your mission is making an actual impact.