Deep branding, the millennium marketing tool

Rossouw says there are two extreme approaches to CSI: on the one hand, corporate giving motivated only by idealism and philanthropy; and on the other hand, corporations only supporting CSI when there is a clear contribution to the company bottom line.

Currently, many companies regard their CSI programs as the "charitable" arm of the business, necessary simply to be seen to be "giving back" to deserving communities.

Rossouw, however, argues that CSI initiatives should not only be seen as charitable donations, but that CSI should contribute to the sustainable future of the organisation and leveraged to market the business and create future markets. This she calls Deep Branding. Deep Branding is a holistic approach that conveys how the brand helps make the world a better place.

Globally consumers have become much more aware of the work and impact of corporates and therefore expect much more accountability and social responsibility from them, she says. Marketing and advertising that purely drives sales is not good enough anymore.

"No longer does it suffice to be told that detergents wash whiter, that a certain type of petrol makes your car go further, or that the added vitamins in breakfast cereals are good for you. Consumers want to know how the manufacturer treats workers, what impact factories and products have on the environment, and whether it is investing sufficiently in the communities supporting its brands.

"Today, a corporation needs to focus not only on what they do, but more importantly on what good they do in order to win the support of the consumer," comments Rossouw. Deep Branding needs to originate within the corporate sphere and grow to encompass all company stakeholders such as employees, customers, society and the environment. It should unite Corporate Social Responsibility, Corporate Social Investment, marketing, public relations, communications, cause-related marketing, advertising, volunteerism and philanthropy into one vision of how the brand will improve and contribute to the future sustainability of all concerned - the manufacturer of products, goods and services and the consumer thereof.

A brand is only a brand because consumers support it, she points out.

Rossouw says early marketing efforts began with advertising, telling people what part was good of a product. The good qualities of a product became the basis of branding. But soon all products were positioned the same. With products being so similar, brand emotion was the next wave to leverage the way consumers felt about the brand utilising emotions through humour, aspiration and drama.

However, with emotional involvement, consumers began questioning the sincerity of the message being portrayed. For example, a working mother from Soweto would question the fact that an organisation needs her support in purchasing the product, but what does she get in return or how does her community benefit from the organisation she support commercially?

Out of this vital question, the brand spirit needs to be borne, which is deep branding. Entrenched within the organisation, in the hearts and minds of the employees and initiated through common purpose and mutual values - charity begins at home, says Rossouw.

"Once these deep routed values get shared with the outside world, communities and society, deep branding can take place. Organisations need to realise that doing good is by doing the right thing. What is needed to bring this brand spirit to life is the amalgamation of CSI and marketing. The underlying company values must support the brand values and be integrated in the marketing message.

Where the corporate marketing message becomes a social responsibility one, there is total synergy, and integration between CSI and marketing. CSI is a particularly powerful tool that is increasingly integrated into broader marketing initiatives to build brand image and identity and to change public perceptions. Clearly, the corporate response must now be to move CSI from a relatively low strategic priority to one of far greater importance. And equally, this enhanced strategy and the outcomes of ensuing CSI initiatives need to be communicated to all relevant stakeholders."

Deep branding begins with a shared corporate vision, dedicated financial resources and understanding between the CSI and Marketing divisions, Rossouw says. By allocating percentages from both CSI and Marketing budgets to spread the good word regarding the actions of the organisation, relationships between the organisation and its consumers will deepen.

"Brands we truly value will be those that do things of profound significance in our lives. The journey to Deep Branding has just begun," concludes Rossouw.