How Signature CSR Programs Define Your Brand
How Signature CSR Programs Define Your Brand
The concept of a signature or “flagship” CSR program is not new. However, aligning signature programs with company brand and purpose are more recent developments as the CSR field has matured. And while you’d think it seems pretty darn logical to have a common purpose underlying your programming, it doesn’t always pan out that way. Every company has a different combination of programs and policies to support their social impact goals, and some have a longer history of CSR than others. Signature programs – and non-signature programs – may not have been launched with the level of intention and thoughtfulness that purpose can provide. And the intersections between company brand and purpose are complex beasts. Let’s talk about how to bring these concepts together.
I tell clients who want to grow a small portfolio that they’re living in a structureless world of wonder and opportunity. You don’t have to deal with the winding, mysterious hallways of legacy CSR. But no matter your situation – hulking legacy portfolio or just starting – you can always step back and ask the big, juicy question: what is our true strategic intent? Can you imagine me rubbing my hands together gleefully? That’s because this is the real work. How you answer this question is how you answer the true needs of nonprofit partners, support and engage employees, and get to an effective business and talent advantage. The definition of a signature program is: “… a highly-promoted CSR program that best represents a company’s commitment to social responsibility. Signature programs often focus on the intersection of the company brand with its commitment to its community, environment and stakeholders.”
A company can have several signature programs – high-investment, high-visibility programs that help you demonstrate your purpose and elevate your brand. I’m making that sound really easy, but unfortunately, I must crush your dreams: it’s not. Corporate Citizenship outlines five critical success factors for flagship programs that can help you discover and act on your true strategic intent: purpose, space, resources, impact and story.
