There are hundreds of sports shoe companies in the world. But, surprisingly, even the largest of these brands, such as Nike, Adidas and Sketchers, continue to have their own brand identities.
That’s because they’ve taken their brands further and carved out a successful brand ethos. This brand ethos has allowed them to flesh out their company’s character beyond the product. This includes their morals, purpose, vision and anything else that sets them apart from their competition.
From Nike’s stand for social justice with Colin Kaepernick to Patagonia’s decision to close their retail stores in support of climate change, establishing a brand ethos is a valuable tool.
And you need a cruelty-free public relations strategy to help you develop a meaningful identity.
Esprit de Corps
Determining your brand ethos requires getting in touch with your brand’s spirit and your company’s core values. This is your esprit de corps: the common spirit that exists in your company. This spirit can inspire your staff, your customers and your operations.
Because you decided to forgo testing on animals, it’s safe to say that part of your core belief system is the protection of animals and wildlife. But that is true of any cruelty-free business. Your job is to decide upon your company’s character and the nature of how you do business. This helps you stand out from the crowd.
Public relations professionals are experts in branding. They can help you make this determination as they build your brand messaging. PR experts understand persuasive communication and can help you capture your target audience’s favorable attention.
Your Brand Image
Once you understand your company’s brand ethos, you can use it to begin building trust with your target audience. This is important because studies have shown that seven in 10 consumers will buy more from brands they trust. Adversely, they will abandon those companies they don’t trust.
Public relations helps you build these relationships. By telling your story, building relationships with the media and participating in initiatives that align with your brand ethos, you showcase your commitment to social responsibility.
Companies producing natural, vegan or cruelty-free products need to be acknowledged and then be seen in a positive light.
But determining your brand ethos and building a detailed cruelty-free PR plan can take time away from running the company. That’s why you need a team like the PR experts at Orange Orchard to help you build and deliver your message.
Orange Orchard wants the world to be a kinder place, and we use our communicative talents to help build that world.
If you’re ready to build your brand ethos and gain visibility for your cruelty-free company, call our team at (865) 977-1973 or contact us online.