// ISSUE 1 // Define // Engage // Showcase
Show them your good! A cause-branding and media creation agency
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A cause-branding and media creation agency
// The future is looking to you
// HELLO, WE ARE BRANDING FOR GOOD
Our story starts with your story. It starts with how you excel as a community for today and for future generations. How you support your staff and engage your employees. It’s how you create innovative products and services that work with the environment – not against it. It’s about how your actions inspire your customers, your suppliers and the future managers of your company. It’s a story of shared values and grounded beliefs. It’s a story we call your Living Brand. Whether you’re a large or small company, Branding For Good works with you to define your unique Corporate Social Responsibility communication platform, provide opportunities to engage your teams and show the world your good!
// T able of contents Page # 3 The future is looking to you Page # 4 Branding for Good Page # 5 We can help Page # 6 Article example from BFG Magazine Page # 9 Article example from BFG Magazine
Page # 10 Page # 12 Page # 14 Page # 16 Page # 18 Page # 20
BFG Service Overview Define Services Engage Services Showcase Services BfG GOODIE AWARDS Look us up or give us a call!
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// Branding for Good
// People // planet // profit
We are a cause-branding and media creation agency. We define, refine and showcase your company’s social responsibility initiatives by designing brand content online, in print and through engagement events.
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A cause-branding and media creation agency
// We can help
// define your unique CSR communication platform
Define your living brand Establishing your Corporate Social Responsibility platform really means defining and understanding your Living Brand: how your profit, your people and your environment work in balance. Our aim is to identify this balance and help you express it in your communications.
Engage your communities Understanding your living brand is fundamental. Acting upon it is essential! Our initiatives can help build your living brand by engaging your company and its employees on both local volunteer engagements and global investment initiatives.
Showcase your good! More than 2/3 of people interviewed don’t think companies are giving them enough detail of their CSR efforts*. Our media services cover the overall strategic approach of your CSR platform as well as the day-to-day victories your company realizes in its journey towards sustainability.
* Cone Cause Evolution Study
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EXAMPLE ARTICLE FROM BfG Magazine #2 by BfG BRIGADE MEMBER Roger brenninkmeyer
// I KEA: Make a Required Service a Brand Builder
IKEa:
I have never seen any retailer celebrate
That’s not the case with Ikea.
A LIVING
and incorporate their Recycling Sevices
Instead of hiding recycling services
as a brand communique as boldly as
behind a desk, Ikea brings them out in
IKEA does. These images I took in a
the open, right next to the entrance,
Toronto IKEA store are most definitely
as a pillar of their environmental
typical of their recycling presentation
stewardship. So in addition to offering
across the globe.
convenient recycling as customers walk
BRAND
in, this builds on Ikea’s story as an enviPositive brand association is obvious
ronmentally conscious brand. For Ikea,
for two reasons:
recycling is a never-ending process.
1) It’s bold. The massive green wall that can be seen from across the street becomes an appealing interactive display of recycling options once the customer is standing in front of it. It just makes you feel good using it or just walking by. 2) Where recycling services may have been a competitive advantage
IKEA brings their ‘Good’ out and
some years ago, they are pretty standard now. Not surprisingly, many companies don’t advertise these services because they don’t drive customer traffic.
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displays it proudly next to its entrance
A cause-branding and media creation agency
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EXAMPLE ARTICLE FROM BfG Magazine #2 by BfG BRIGADE MEMBER Jessica Ocheltree
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A cause-branding and media creation agency
// Uniqlo Finds New Use For Old Clothes
UNIQLO
In Japan, thrift shops in the Western
overwhelmingly positive. So in 2006
A LIVING
mold are not very common. Sure, you
they officially launched and began
BRAND
can find used clothing shops, but they
expanding Uniqlo Recycle, which
are generally boutiques for luxury
now allows any Uniqlo product to be
brand names and funky fashions.
recycled at any time at any store in
So what’s a person to do with their
Japan, the US, the UK, South Korea
gently used clothing without that
and France. To date, the program has
pedigree? Clothing manufacturer
collected more than 11.5 million items.
an ecofriendly and socially conscious initiative called the All-Product Recycling Initiative or, more commonly,
Uniqlo took a look at the 500 million plus units they are producing each
Most items were distributed to
year and wondered the same thing.
refugees and internally displaced
Their solution: an eco-friendly and
persons through the UNHCR, Japan
socially conscious initiative called
Relief Clothing Center and Japanese
the All-Product Recycling Initiative
Organization for International
or, more commonly, Uniqlo Recycle.
Cooperation in Family Planning. These organizations insure that
Uniqlo Recycle.
Originally, the company was exploring
donations are suitable for local
the option of turning used clothing into
weather, meet the demographic
fuel, but then the United Nations High
needs of the population, and are
Commissioner for Refugees expressed
culturally appropriate. About 10
an interest in sending it to refugee
percent of the donations was
camps (UNHCR). In 2001, Uniqlo began
deemed inappropriate and recycled
collecting certain items from their
into industrial fiber or fuel, making
fleece line, but only at certain
the program a fantastic example
times. The customer response was
of cradle-to-cradle thinking.
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// BfG Service Overview
// Define Defining your essence through cause-branding and design
// Engage Focusing your giving and engaging your employees
// Showcase Creating, executing and measuring media content that showcases your good
Media Distribution Branding for Good Affiliate Distribution Partners
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A cause-branding and media creation agency
// Showcase your good
Your CauseBranding
Identity Definition
Design Services
Initiative Alignment
SingleEvent Initiatives
Giving Platform Definition
Storytelling Snapshots
Feature Articles
Social Media
Soc. Med.
a a
Bloggers
a a
Magazine
a
Trustpoint Dynamics™
InfoGraphics
E-News
Mobile
a a
a
Photography Video
Journalists
a
News
Video
a
a a
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// Define Services
Brand Essence Naming / Messaging Trustpoint Dynamics™ Brand Identity System
// Identity Definition // Define your living brand
Every business needs to build meaning into how it conducts business beyond profit – how it relates to its employees and the communities in which it works. We help define your unique CSR communication platform, provide opportunities to engage your teams and show the world your good! Although our solutions are uniquely suited to your environment, here are some details about our product offerings:
// I dentity Definition A big part of implementing CSR is in how it is presented to employees, management and customers. Our Identity Definition and Brand Guidelines build consistency into your messaging and overall brand appeal.
// Design Services Inform and inspire by way of visual design. We combine design, strategy and sustainability to inspire trust in everything that defines your brand.
// T rustpoint Dynamics
TM
Build trust with customers by understanding your touchpoint landscape, improve and find cost savings in the process. Trustpoint DynamicsTM help highlight the most valuable touchpoints unique to your brand program.
For available service packages please find details on our website at www.brandingforgood/bfg-define-services
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Image: www.sxc.hu
A cause-branding and media creation agency
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// Engage Services
Initiative Consulting Event Coordination Video PRODUCTION Photography Writing Services
// Engage your communities
It goes without saying that a more engaged employee is a better employee. In recent surveys of corporate employees, 80% consistently report being more motivated and loyal the more socially responsible a company becomes. We are here to help you define a “giving� platform that not only engages your employees but also builds real trust with your customers by getting your team and work involved in the communities in which you live.
// Initiative Alignment Focusing your giving to serve others strengthens employee relations and builds customer trust. Our workshop will help identify the right community partner to compliment your company brand and vision.
// Single event initiatives Our engagements are designed to involve your employees one initiative at a time. The need is defined, the non-profit ready and the marketing arranged. All you have to do is roll up your sleeves and jump in.
// Giving Platform Synergize your company’s giving on one platform. Our online giving portal enables any company to manage volunteer hours, corporate matching and gift carding from one central location.
For available service packages please find details on our website at www.brandingforgood/bfg-engage-services
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Image: www.sxc.hu
A cause-branding and media creation agency
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// Showcase Services
Creative Services Media Distribution Writing Services BLOGGING Infographic Design
// LET’S SHOWCASE YOUR GOOD!
The majority of consumers prefer one brand over the other if they know the company involved is socially responsible. Yet most companies don’t purposefully integrate their sustainable efforts into their marketing communications. This is where we can help! We work with you to identify innovative changes your company is taking in the areas of environmental stewardship, employee engagement, leadership and day-to-day policies and procedures. Our stories aim to cover both the general and specific day-to-day victories your company realizes on its journey towards sustainability.
// M edia Integration Do you have great CSR stories you want to share? Our cost-conscious media packages can do just that!
// Visual Media Visual media in the form of Photography, Video or Infographics is a great way to get your messages across.
// GOODIE Awards For business-tobusiness networks that want a fun way to engage potential customers try our contest platform and build your network.
For available service packages please find details on our website at www.brandingforgood/bfg-showcase-services
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Picture: wolfeyebrows.wordpress.com
A cause-branding and media creation agency
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// BfG GOODIE AWARDS
// People // planet // profit
The GOODIE Awards nomination platform is a great way for any organization to boost awareness through the power of CSR storytelling. More? http://www.goodieawards.com
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A cause-branding and media creation agency
// Run your own CSR contest
// define your unique CSR communication platform
As the host sponsor you define your award. We create the platform. Local businesses share their “good” stories. Everyone votes. The best story wins. You build lasting relationships. Perfect for: • organizations expanding and developing a positive impression into new territories • Human resource managers looking to make employees aware of existing company initiatives • networking organizations (BIA’s, Chambers of Commerce) looking for a fun way to engage membership
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// Define // Engage // Showcase
Show them your good! ANNOUNCING
GOODIE AWARDS look us up Or give us a call! 305 Lakeshore Rd. E., 2nd floor Oakville, Ontario L6J 1J3 905 - 842 - 2232 info@brandingforgood.com www.brandingforgood.com
BEcome a BfG CONTRIBUTOR, JOIN OUR BRIGADE // YOUR STORIES
We’d love to hear your stories about companies – and leaders within them – who “walk the walk” in terms of employee engagement, environmental stewardship and community initiative. All accepted contributions will become a part of our online community and potentially in our quarterly magazine.
// HOW TO CONTRIBUTE
Join the Branding For Good Brigade and become one of our key contributors in discussing how CSR helps to build positive brand awareness of companies and the communities they serve. http://www.brandingforgood.org/contribute/
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