So many businesses do the same type of work. Whether you are an accountant, dentist or a moving company, there are plenty of competitors doing what you do.
Finding a meaningful way to connect emotionally with customers, can be a powerful tool to differentiate yourself. When the cause you align with is precisely relevant to your type of work, you amplify your efforts exponentially. Suddenly, you are different not because of what you sell but because of how you and your company participate in the world.
This is a moving story that can help you see how to align your brand with a cause.
The oddly named, Meathead Movers is a case in point. This moving company, founded in the late 1990’s, got its start by a couple of athletes who needed to find a job with a flexible work schedule to accommodate their academics and their athletics projects. Aaron Steed and his brother Evan started the business but found a meaningful way to give back to the community, using their brand muscle.
In partnering in Los Angeles with Good Shephard, a non-profit, Meathead Movers helps families at risk move for free. By relocating victims of abuse, Steed’s firm provides an incredibly valuable service to those desperate for help.
These services have been offered quietly since 1999. For obvious reasons, they need to be careful not to promote their activities to protect the victims.
A Moving Story – How to Align Your Brand with a Cause
By finding a cause that mattered to their potential customers and their sense of responsibility, the Steed brothers have found a meaningful way to align what they do with social justice. No amount of advertising or promotion could be as useful for building interest in a business.
If I were moving and lived in one of the markets they serve, I’d want to use them to move me. In fact, they already have.
Can you find a way to offer your services to those in need? Can you do it quietly and allow the word of mouth to spread the message. Your customers will do the marketing for you – don’t worry, it will spread rapidly through Facebook and other social media outlets.
When most small to mid-sized businesses think about marketing, they want to brag about what they sell. The real marketing happens, when your customers brag about what you do.
If you live in a market served by Meathead Movers, please check them out. Learn more here.
Moved by this story? I can help you find ways to match your skills and cause. Give me a call.
