I am Yoshida, president of Yamada Shusei Ltd., a professional apparel clothing repair company in Nagaoka City, Niigata Prefecture.
What do you think about your brand? A brand is more than just a product name or logo. A brand is a story that resonates with consumers. And that story is deeply related to social issues.
Social issues are the various challenges we face, such as environmental issues, poverty issues, and human rights issues. These issues have a significant impact on consumer values and behavior. Consumers are aware of how their consumption affects society and want to choose brands that can contribute to society.
So what should managers do? The answer is simple. It is to connect social issues with the brand story. In other words, clearly communicate what value your brand provides to society, what impact it will have, and what vision it has.
Connecting social issues with your brand story has the following benefits
Gain the empathy and trust of consumers.
Increase employee motivation and loyalty.
Strengthen relationships with investors and partners
Differentiation and advantage over competitors
Ensure long-term growth and sustainability.
These are essential skills for managers, but at the same time, they are not something that can be done overnight.
First of all, what is your brand trying to achieve? What are you passionate about? What are you responsible for? and express them in words and actions to communicate with consumers and society. By connecting social issues and brand stories, managers can strengthen their brands and contribute to society. It is also a challenge worth taking on, and one that will make both managers and consumers happy.
