Marketing is about telling stories, but like any successful story, the power lies in evoking emotions. One of the most impactful emotions a person can feel is gratitude. The feeling or readiness to show appreciation for, and to return kindness, is a memorable feeling that stays with you for a long time. It seems especially appropriate to talk about gratitude because this week we celebrate National Gratitude Day.

One of the reasons companies can garner brand loyalty is by giving back to communities. They show gratitude to their clients, customers and partners and in turn, this allows for customers to have emotional ties with the brand. One such company we at Oster and Associates have worked with to create brand loyalty is Organics Unlimited. Through the GROW program, Organics Unlimited helps create a better quality of life for both workers on their farms as well as for entire communities in the agricultural regions of Mexico and Ecuador. When organic bananas are purchased through GROW, a portion of the cost goes to directly fund programs that provide educational, dental and vision support, clean drinking water, milk for growing children and other necessities to those who need it the most.

When consumers purchase GROW organic bananas, they can feel good that not only are they purchasing top quality produce, but more importantly that they are making a difference in the lives of many that would otherwise not have access to basic goods and services. Knowing this creates a connection between the consumers and the company and thus furthers brand loyalty. It is therefore necessary to use strategic messaging through well-thought advertising, public relations and constant communication to convey to the consumer just how companies like Organics Unlimited are showing gratitude by giving back to the community.

If you would like more information on showcasing your goods and services in a way that lets your customers know how you show gratitude and give back to your community, contact us today!