Last week we talked about how some brands will base their brand values on the ideals of their founder or a prominent figure in their company. Often, one of those ideals is the importance of doing good in the world outside of your industry.
Have you ever been trying to decide between two competing products and found yourself looking for a tie-breaker? At least for me, that tie-breaker has sometimes been a brand’s emphasis on corporate citizenship. I was recently deciding whether to buy a pair of shoes from a local big-box store or to order a pair of Toms. All other factors of comfort and style being equal, I ultimately decided to pay a few dollars more and go with the Toms because I am aware of their philanthropic pursuit to give shoes to kids in need. That’s a very specific example, but we make decisions like this all the time — consciously or unconsciously — when we chose to which brands we will be loyal. We have a sense that some brands share our values, and therefore we choose to support those companies instead of the alternative, even when there is a notable difference in price.