How “Brandstanding” is Becoming the New Standard

Brandstanding is a term being used to describe a new movement among consumers and one that public relations professionals must take into account when developing strategies. 

Brandstanding refers to when a brand stays true to its authentic values and actually has examples of them backing it up. Now more than ever, consumers want to feel like their hard-earned money is going to a company that aligns with their values. They want more than just a good product or service. They need to feel a connection. 

 The need for authenticity is important to millennials and generation Z. There is so much information that can be researched to see what brands are doing socially and if they are at the very least, meeting their corporate social responsibility. 

 For brands, it is important to approach brandstanding in an honest and thoughtful way.  Don’t just speak up because it is a trending topic or because everyone is doing it. Brandstanding is a long-term plan and brands should make sure that every employee from the top of the chain, all the way to the bottom, understands how to make sure the values of the company are being properly represented. 

 One brand that is doing a great job of building that connection with their consumers is Patagonia. Their mission statement reads “We’re in business to save our planet.” They back up their mission statement by having the majority of their clothing be made from materials that are either recycled or naturally based. In addition, Patagonia has a buy-back program where it will purchase your old but in good-condition products and resale them at a discounted price.

 A brand can choose to approach different issues for any particular reason, as long as it is real and authentic. This will be an important part of public relations moving forward and many brands need to start putting an emphasis on brandstanding. 

 If executed properly, brandstanding should benefit brands and consumers in the long run. Brands can now use their reputation and high-standing to do great work socially and can use those stories to inspire their customers to feel that connection. That is a win for everyone involved.