Identity Building in Social Marketing

Abstract

The corporate community has long been engaged in the process of identity building. Now, many social organizations recognize that identity building can be used to develop and promote programs, tactics, strategies and organizational missions. Identity building can help strengthen support for social organizations, improve effectiveness and use of programs by target audiences, help organizations determine the most unique and valuable benefits they can offer their stakeholders, and provide guidance for delivering those benefits. The research and development required for effective identity building is often summarized in an identity strategy, or platform, much like a marketing plan.

This article is intended to help social marketers: 1) articulate how a strong identity can help organizations stand out in a competitive marketplace; 2) understand the key concepts of identity building within a social marketing context; 3) explain the elements that constitute an identity platform; and 4) describe the critical steps to develop an effective identity platform.