Five reasons why strong branding matters for social enterprises working for the common good.

When SmallGood started in May 2017, yes, we’re celebrating our 8th anniversary, we began with a simple mission that has remained the same since our inception: to help businesses, small and large, for profit and not, grow their good.

Through the many years Mylene and I spent at big traditional agencies before starting SmallGood, we’d had some experience working with nonprofits. But we didn’t have any experience working with social enterprises - mission-driven for-profit businesses that operate with a “double bottom line”—measuring success not just by profits but by positive social or environmental impact.

Our days before SmallGood had been filled with creating advertising to sell soap, cereal, greeting cards, dream-come-true vacations, and vitamins for companies that were, basically, just looking at maximizing shareholder value. And none for companies that wanted to make a profit, while also making the world better. Except for some of the biggies we all know about, like Patagonia, most social enterprises can’t actually afford to work with big ad agencies. 

We knew they were out there, of course. We’d done our research. But at that time, companies committed to the common good versus just the bottom line seemed to us a bit like that elusive Giant Antpitta, which the detective/birder Cordelia Cupp from the TV show, The Residence, is always longing to see, but always seems to be missing. 

So, when the first client stepped through our newly hatched SmallGood doors (speaking figuratively now – we’ve always had a "distributed model" without any actual doors to walk through), we were really excited. They had just started a positive impact company called Nestidd (literally within weeks of when we started SmallGood). 

When they came to us, Andrew and Tad already had the name, Nestidd – one which we thought was great. But really nothing else, other than an exhibit table reserved at a big industry trade show that was just weeks away.

So, we set out to discover and articulate their purpose and state in a simple, meaningful way why they were doing what they were doing – and why it mattered. We then developed their logo and brand identity, along with messaging, all to make sure they stood out in a marketplace that was crowded with big, corporate real estate players. 

For us, it was creatively and emotionally satisfying work – for Nestidd, it helped them launch strong and gave them solid ground to build on. Since their beginnings, they’ve grown dramatically, and now own over 700 properties in 31 states and work with 57 licensed I/DD care agencies.

We reached out to Andrew recently, since we were both celebrating the 8-year anniversaries of our respective companies. We congratulated them on their success and thanked Andrew again for trusting us with their “baby.” 

We also asked what motivated Nestidd to work with SmallGood – for a fledgling company, it was an expense that probably felt like a stretch. But Andrew told us:

It helped us punch above our weight. We were a tiny team entering a world full of legacy players. We knew we needed to be polished, and we wanted to be mission-driven.

We were entering a space where trust really matters. Our tenants are people with disabilities, and our customers are the care providers who support them. It was important that we showed we were thoughtful, competent, and human - that we cared. 

This conversation got us thinking - if you’re a social entrepreneur in the process of starting a company, you may be thinking that investing in branding and marketing is more like a “nice-to-have” than a “must-have.”  But there are really some very compelling reasons to do it – here are five we came up with. 

1. Differentiate in a Competitive Market

You probably aren’t the only company out there doing what you’re doing or offering what you’re offering. Even with a powerful mission, social enterprises compete with big corporations and other nonprofits. 

When TOMS launched, they were definitely not the only company selling espadrilles, inspired by the traditional Argentinian shoe. And other shoe companies had been doing charitable giving before TOMS' rise to fame. But TOMS "One for One" (buy one, give one) model, donating a pair of shoes for every pair sold, was unique and differentiating.  And their branding and messaging were modern, stylish, and simple. 

Strong branding for social enterprises—from your logo to your color palette and photography to your voice and messaging—will set you apart. And get you noticed. 

2. Connect Authentically with Clients and Customers 

If you run a positive impact company, you probably already know this…but according to a recent study:

72% of U.S. consumers believe it is ‘more important than ever’ to buy from companies that reflect their values.

Millennials in particular are interested in connecting their spending with causes they care about, with 71% saying they are willing to pay more when they know some of the profits will go to a charity.” 

Putting your mission and values out front is key to finding customers and keeping them. Patagonia is the gold standard for mission-led branding and actions, of course.  Their commitment to environmental activism takes center stage in all their campaigns. They use powerful storytelling, transparency, and calls for action to align their brand with the values of their customers.

For your social enterprise, finding ways to authentically share stories, showcase impact, and let your audience see how they are part of something bigger when they buy from you or work with you can create a sense of community and help them find more meaning in their own lives. Which, of course, amplifies loyalty and brand advocacy. 

3. Build Trust and Credibility

A consistent, transparent brand that is grounded in your vision, mission, values, and personality builds credibility. People are more likely to support a social enterprise that appears professional, organized, and not slapped together by your cousin’s teenage son. 

Highlighting your impact, awards, and certifications is a crucial aspect of this. The B Corps certification is particularly impressive – B Corps-certified companies “share a common mission: use business as a force for good.” And companies have to pass a test to prove it.  

Looking “polished” as Andrew described it, also speaks volumes. It lets people know you are not just a fly-by-night organization, but seriously committed to sticking with it and doing good for the long-term.  

4. Scale Your Mission and Impact

You can’t create change if no one knows about you. Effective marketing helps you reach new audiences, secure funding, and expand programs or services.

The toilet paper company, Who Gives A Crap, is a great case in point. Their marketing and branding has always been bold or as Mylene likes to call it, “sticky-outy” with humorous messaging (yes, there are fart jokes) and notice-me packaging. But their real power lies in purpose: 50% of profits go toward building toilets and improving sanitation worldwide. The way they show up in their communications is quirky, relatable and very effective. Plus, it helps that their toilet paper is awesome (seriously, order some today!).

They launched in 2012 through a crowdfunding campaign on Indiegogo. But partly because of their willingness to invest in strong branding over those first nine years, they have grown exponentially and in 2021 secured $41.5 million in their first-ever round of funding. 

So, you might want to think of marketing not as an expense, but as an investment in your mission. The more people who understand your purpose, the more support and momentum you can build.

5. Attract Great Talent and Partners

People want to work with companies that share – and reflect - their values. A compelling brand helps attract top, socially conscious talent, strategic partners, as well as major investors who are aligned with your goals. 

This was the case when we worked with startup BetaBank, the first digitally native bank designed to help small businesses thrive. One of their goals was to get investors, and after we helped them develop their logo, brand identity, and narrative, they almost immediately landed Google Cloud as an investment partner. 

Whether you’re hiring a team, pitching to funders, or collaborating with like-minded businesses, strong branding signals professionalism, confidence, and long-term vision.

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When we were chatting with Andrew, we also asked if he had anything he’d tell other purpose-led startups about branding and marketing. 

“I’d tell them: don’t wait too long to invest in your brand. You don’t need to spend a fortune, but you do need to look like you know who you are."

“Find a partner who listens well. The best marketing folks don’t just make things pretty—they help you figure out what story you’re actually trying to tell.”

Then he added, “SmallGood did that for us. They helped us turn our idea into a brand—something that felt real and tangible, through a process that was collaborative and fast-moving. And when you’re juggling a thousand things, having a team who can do that is just incredibly valuable.”

Good words to hear, we have to admit. Better than a Hallmark card for our anniversary.