Why Brand Strategy Matters to Social Enterprise

This is a summary of an article by Ralston on LinkedIn Pulse. Listen to the full article above or read it on LinkedIn.

Harvard social psychology tells us “Can I trust this person?” is the first and most important question people answer within seconds of an encounter. It’s the same with a customer’s assessment of your social enterprise as their mind works to validate your social narrative and impact promises.

With your brand being a reputation determined by perception, brand strategy matters to your social enterprise because it’s the collective things you do to cultivate a good reputation and prove trustworthiness. With an earned understanding of your customer’s criteria for connection, your brand strategy governs the behaviors and shapes the perception of your social enterprise to present something customers feel they can trust.