Business case 3
BRAND NEUTRAL COMMUNICATION
Brand neutral communication is key when it comes to impact
Responsibility is an important issue for businesses and organizations around the world, and it requires effective communication to engage stakeholders and create positive change. However, communicating about responsibility can be challenging, as it requires a delicate balance between promoting impact initiatives and maintaining brand neutrality. In this business case, we will explore why brand neutral communication is key when it comes to responsibility and provide some strategies for achieving this balance.
- creation of an open planeed team – here ‘Sustainably Digital’
- call out to all stakeholders to join the team and contribute own ideas
- filing of Action Points and posts to create a content start set
Why brand neutral communication matters:
Building Trust: Brand neutral communication is critical for building trust with stakeholders, including customers, employees, investors, and local communities. When companies focus on promoting their brand over their impact initiatives, it can create skepticism and distrust among stakeholders. By focusing on brand-neutral communication, companies can demonstrate that they are committed to responsibility for the right reasons, rather than as a marketing ploy.
Avoiding Greenwashing: Greenwashing is a practice where companies exaggerate their sustainability efforts or make false claims about their environmental impact. This practice can damage a company’s reputation and lead to a loss of trust among stakeholders. By focusing on brand-neutral communication, companies can avoid the temptation to engage in greenwashing and instead focus on creating real and meaningful sustainability initiatives.
Encouraging Collaboration: Brand neutral communication can also encourage collaboration among stakeholders. When companies focus on impact as a shared goal, rather than a marketing strategy, it can encourage stakeholders to work together towards a common purpose. This collaboration can lead to more effective and impactful initiatives and can help build stronger relationships with stakeholders.
- after the starting phase the team became self feeding, meaning the team members created content and impact
- creation of a strong community in the team’s thematic area
- fostered creativity and credibility of content due to predominantly user-generated content
- new access to potential new customers in a brand-neutral environment
Strategies for achieving brand neutral communication:
Focus on Responsibility as a Shared Goal: Companies should focus on responsibility as a shared goal rather than a marketing strategy. This approach can help build trust and credibility with stakeholders and encourage collaboration among stakeholders.
Avoid Over-Promotion: Companies should avoid over-promoting their impact initiatives and instead focus on providing information and resources that help stakeholders understand the company’s impact efforts. This approach can help build trust and credibility with stakeholders and avoid the perception of greenwashing.
Be Transparent: Companies should be transparent about their impact initiatives and be willing to share information about their environmental impact and progress. This approach can help build trust and credibility with stakeholders and demonstrate a commitment to responsibility.
- 50+ team members generated in the first two weeks
- over 100 Action Points have been assigned on behalf of the brand
- 75% of content is generated by the team members itself
- about every 1.5 days new content comes from the community without becoming active as a brand itself
Brand neutral communication is critical when it comes to responsibility. By focusing on impact as a shared goal, avoiding over-promotion, and being transparent, companies can build trust and credibility with stakeholders, avoid greenwashing, and encourage collaboration among stakeholders. Using tools like planeed, companies can create a collaborative space where stakeholders can engage with the company’s impact initiatives, share feedback, and participate in decision-making processes. By leveraging planeed, companies can ensure that they are effectively communicating impact efforts in a neutral and transparent way, avoiding over-promotion and greenwashing, building trust and credibility with stakeholders, and encouraging collaboration among stakeholders.
With planeed, we were able to present our responsibility performance in a transparent and credible manner and significantly improve our image.