Make your brand the cause in 2008

Here are three key directions that I believe the branding industry is moving in:

1. Beyond corporate social investment: Make your cause the brand, and your brand the cause

Socially conscious clothing company, Edun, created by U2's Bono and Ali Hewson, epitomises the future of socially conscious brands. Their entire brand philosophy centres on the cause and is integrated into all brand communication. By bringing its sustainable development model to the catwalks of the world, the company aims to encourage others to follow its example of shifting the focus from aid to self-help.

It's consumerism with a conscience. And as choice expands, consumers will increasingly question if the good ‘buys' are the good ‘guys'. Brands and businesses simply have to start behaving like a cause.

“To set out to make the world a better place is inspirational,” says Kevin Roberts, Lovemarks.

2. Authenticity: Build brands from the source

Whiskey drinker or not - everybody knows ‘Jack'. There's a feeling of trust, of honesty, of integrity - built on heritage. Jack Daniels is seen as a real product of America and the perception of authenticity has enabled ‘Jack' to transcend generations and broaden its appeal.

“Don't tell me – show me” is becoming the mantra of consumers and with the internet putting brands under 24-hour surveillance, any brand that deceives or misleads is quickly ousted by vigilant bandwidth patrols. More and more, brands have to be built from honesty internally.

“Authenticity is the benchmark against which all brands are now judged,” says John Grant, The New Marketing Manifesto.

3. He's got soul: Appealing to a higher need

There's a growing move for brands to enhance their intent with a broader spiritual purpose in order to inspire employees and drive demand.

American consumers' growing search for spiritual enlightenment, healthy living and longevity prompted Starbucks to introduce an Eastern tea into its repertoire. Tazo tea, named from an ancient Greek word meaning ‘a toast to life', has become such a strong brand that it commands a 50% premium over all other teas in the US market and has been credited with strengthening the Starbucks share price. Why?

Personal and spiritual growth is becoming an increasingly important social trend in developed and developing countries and is closely linked to increased health awareness. Tazo tea fulfilled this need. The brand promise is based on the health benefits of its anti-oxidants and the brand lives up to its values of sharing good fortune with others. It strives to uplift the communities of the tea-producing regions in Darjeeling, India.

“People are battling with the demands of daily life. They respond to burnout by looking for experiences that relax body and mind.” Source: Marketing in South Africa: Cases and Concepts, Unilever.