How does your cause construct its brand? Does it start by employing SEO, identifying a target audience, establishing a voice, agreeing upon a style guide, and investing in research? Or, does it tell an authentic story? We can build trust with people and their values, and we can establish a meaningful relationship. We might think we have a connection with a brand, but it is similar to a conversation with AI, all the right sentiments, but no depth or dimension.

United Airlines, Marriott, National Car Rental, Specialized Bikes, and Garmin have all added value to my adventures, but none of them has developed anything beyond a transactional relationship. They provide a service and offer loyalty reward benefits, but there is little to sustain our interaction. For comparison, I support social sector causes and am familiar with the individuals who work for these organizations. The blend of the organization’s vision and the team’s role of serving builds the brand.

When we attempt to advance our brand over people, our relationship with them transitions, diluting our connection with those we serve.