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Having worked in Public Relations for years, I’ve been aware of the
power of blogs for ages. However, it wasn’t until I began to stumble across more
and more compelling stories from businesses that had chosen to operate in a new
way, one that was fairer and more exciting than the traditional, that I felt
compelled to join the blogging sorority in order to share my discoveries with the
rest of the world.
Inspirational stories were woven into the very fabric of these new
social enterprises I was eagerly learning about, and I was so impressed that I felt
compelled to pass on information about them. I decided to create a platform in BonTonTimes.com that could support their success,
and help others to hear about this pioneering work, which is often under the
radar of mainstream advertising. From luxury fashion at Beulah
London (stocked in Harvey
Nichols; worn by royalty and celebrities), to hand sewn ethical accessories by SewLomax, the UK is brimming with start-ups
and established brands that are making waves, engaging consumers through social
media and standing out from the crowd. That is the power of a good story.
It’s an element of depth that makes any organisation memorable. Just
this week I’ve been reading of a business based in Los Angeles called The
Giving Keys which helps the homeless move away from the streets through employment,
whilst raising money through sales of engraved keys that carry positive
messages designed to be shared with those in need. What a simple idea, but one
that makes you listen because it’s a reminder that business can be one of the
most potent forces for good. And it’s a good product with a story that has
travelled so fast that The Giving Keys are now sold in 200+ stores in the US including
Fred Segal, Kitson and Opening Ceremony, and is quickly gaining international
recognition.
It’s a lesson that any brand can learn – find your story and tell it
with integrity. A blog is the perfect vehicle for this; it’s a free and fun way
to reveal the human side of your organisation so loosen the reigns! Let your
staff blog about the highs and lows of their day – people will identify with them,
will respect the honesty and feel a deeper connection (and loyalty) to your products
as a result. Do it well and you’ll get useful customer feedback and even ideas
for new products and services. If you don’t feel confident that you have
something to say that others will want to hear, it’s a sure-fire sign that you
need to consider what your organisation stands for (and call me to discuss how
you can make a commitment to CSR or social enterprise...!).
Catherine Chapman
reviews and champions high quality ethical brands online at www.bontontimes.com. Having worked in PR and Marketing for
global brands for the last 10 years, she’s using the skills gained to help
promote ethical business to the masses. You can reach her via Catherine@bontontimes.com.
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