Holiday Ideas & Strategies

How To Share Brand Mission and Ways to Give Back During the Holidays

Beatriz Estay / 4 min read

How To Share Brand Mission and Ways to Give Back During the Holidays

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The holiday season always brings a unique merriment and nostalgia that encourages spirited fun, giving back, and meaningful time spent with family and friends. Despite the challenges that 2020 has brought many businesses and consumers alike, holiday magic is still present.

Customer expectations have dramatically shifted this year, but one thing holds true: consumers care about more than just a product or a price — they want to know who is behind the product and what a brand believes in or stands by. So, as you prepare your marketing strategy for the season, focus on your brand’s narrative.

There are several ways you can build an emotional connection with your customers:

  • Team up with a charitable organization to highlight your mission and values and give back
  • Bring a storytelling approach to your marketing collateral
  • Highlight user-generated content to celebrate your customers

These tactics will enable your brand to connect your story to the season and cultivate engagement with your customers — across all channels. Just like a holiday cookie recipe, your marketing efforts will consist of many sweet ingredients. Today, let’s focus on ways to highlight your mission and values and give back this holiday season.

What is a Brand Mission?

Your brand mission should encompass your brand’s purpose, your values, and how you plan to serve your audience.

If you’re an existing business, you should already have a brand mission statement. If you’re new to ecommerce, here’s a couple of tips to creating a great statement:

  • Keep it to two sentences or less
  • Clearly communicate your purpose and objectives
  • Make it action-oriented, encompassing your future goals

However, your brand mission shouldn’t just be a couple of sentences on your website. Throughout the year, craft your ecommerce and marketing initiatives to encompass these values — and when it comes to the holiday season, share how your brand ties into the magic.

How to Share Your Brand Mission During the Holidays

As consumers want to know more about who they are shopping with, sharing your brand mission can help them connect with your brand — which in turn can help boost your sales.

1. Spread the word on social media.

Social media is a great tool to raise brand awareness and connect with consumers of all demographics. Use your accounts on Instagram, Facebook, Pinterest, Twitter, LinkedIn, or TikTok to share how your brand mission connects to the holiday season. But, remember, quality over quantity. Stick to the social platforms that pertain to your audience and focus on crafting quality content that will engage your target audience.

Also consider creating a campaign specific hashtag to encourage your customers to help spread the holiday cheer.

2. Create a website experience that encompasses your brand values.

Your ecommerce store is your home, so begin by creating core messaging for your website. Craft content and copywriting that resonates and engages your audience and do your best to offer additional content resources, like holiday gift guides. Once you’ve locked down your website content strategy, spread the cheer onto additional marketing channels.

3. Use your email marketing to connect with customers.

Email marketing is a great way to get in front of your customers, but it has to be done in a personalized way. While your customers’ inboxes get flooded with promotions, craft emails that speak to your brand, your mission, and how your brand relates and connects to your customers amidst the holidays. In turn, your customers will feel valued, understood, and appreciated — also, giving them more reasons to shop with you.

If you can ignite a conversation with your customers during the holidays instead of sending one-way messages, you’ll have a competitive advantage.

5 Ways to Give Back During the Holidays

A recent study done by Klarna found that 81% of consumers agree that brands should give back during the holidays. Good news, there’s many ways you meet customers expectations — and even exceed them.

1. Partner with a charitable organization.

The holidays serve as a great time of the year to partner with a charitable organization. Partnering with one can help highlight your brand mission, how it aligns with your customers, and show that you are committed to what you stand by. It’s also a fun way for your customers to engage with your mission directly, helping them feel more of a personal connection to your brand.

There are a couple of ways you can partner:

  1. Offer digital donation options.
  2. Hold a virtual fundraiser or pop-up event.
  3. Donate a percentage of your holiday profits.
  4. Donate goods or services to those in need.

2. Offer digital donation options.

An easy and affordable way to enable your customers to give back is by offering digital donation options at checkout. With the right app integration in place, you can select a specific charity or allow customers to choose a charity of their choice to contribute to.

Here are a couple of app integrations to consider:

  1. RoundUp: This free integration allows your customers donate spare change to a charitable organization by simply rounding up their order (e.g. $15.50 to $16)
  2. ShoppingGives: Customers choose a charitable organization of their choice to support, and you pledge a donation on their behalf at checkout — and all donations are tax-deductible

3. Hold a virtual fundraiser or pop-up event.

If you are looking to boost foot traffic to your physical retail store or create a fundraising campaign, consider hosting a charitable event. If you go the virtual route, make it personal by using video conferencing tools like Zoom or Google Hangouts, or elevate the experience with a digital experience platform like Remo Conference. If you go the in-person route, curate the space to accommodate social distancing and decorate for an Instagram-ready photo opportunity.

The benefit of hosting an event is that it creates an opportunity to delight and connect further with your customers. Consider finding ways to delight and surprise your customers as a sign of gratitude for attending or ways to personalize messaging that makes customers feel seen and heard.

4. Donate a percentage of your holiday profits.

Rather than asking your customers to contribute, consider donating a percentage of your holiday profits. This is a great way to encourage customers to shop with you who may not have the additional spend to contribute themselves. By handling the donations in-house, customers feel they are supporting a brand that shares similar values and they’ll feel good about shopping for a good cause.

5. Donate your products or services.

If you don’t have additional funds to contribute, consider giving back locally with your products or services. Get creative with how you can share the joy — maybe it’s donating gifts to a toy drive or offering discounted or complimentary services to those less fortunate during the holiday season.

Summary

The holiday season is a special time of year — even amidst a global pandemic. Add your brand to holiday narrative with spirited fun, giving back, and meaningful marketing by:

  • Teaming up with a charitable organization to highlight your mission and values and give back
  • Bringing a storytelling approach to your marketing collateral
  • Highlighting user-generated content to celebrate your customers

What will you do to create holiday magic this season?

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    Beatriz Estay

    Beatriz Estay

    Beatriz is a Content Marketing Manager at BigCommerce and the fashion and lifestyle influencer behind The Letter Bea, an Austin, Texas based blog. She holds a B.A. in Communication and Sociology/Anthropology from Lake Forest College and specializes in ecommerce, marketing and merchandising strategies, influencer and branding work, and social media. When she's not curating content, Beatriz loves to travel the world, share her journey with Type 1 Diabetes, and find Austin's most Instagram friendly spots.

    View all posts by Beatriz Estay

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