In brand rhetoric, Pathos is essentially using an emotional appeal to build your brand and win the loyalty of new customers. There are many different ways to build and utilize Pathos in your marketing, but the best avenues are usually the simplest.
Corporate social responsibility (CSR) is a common element of any business practice, especially as a company becomes larger. CSR boils down to socially benefitting society as an institution, though it can involve anything from donation of time to community service to offsetting greenhouse gas emissions. These practices help present your brand as being a positive force in the world, simultaneously building Pathos and improving your brand image.
Types of Corporate Social Responsibility
CSR usually involves internal and external practices. Internal practices include diversifying hiring practices or rewarding long-time employees with benefits or special recognition. External practices usually involve either offsetting negative practices, such as industrial pollution, or committing to a better overall external value. External CSR activities include charity work, donations to nonprofit organizations, or environmental efforts to better the community.
Correlation with Pathos
CSR has a number of positive functions for a company, most notably its Pathos in relation to its primary audiences. Incorporating activities to improve CSR almost always looks extraordinarily positive to any outside parties. The type of response you get varies depending on your audience, but CSR usually helps improve the image of your brand as a sympathetic and benevolent force.
Best Practices
In theory, CSR should always be practiced because of intrinsic motivation, or in other words, a pure and benevolent motivation, rather than an extrinsic motivation of simply desiring to look better in the eyes of your customers. Nevertheless, CSR can be simultaneously good for society and good for your image.
When utilizing CSR activities, ensure your visibility is high. Post about your engagements on social media platforms and issue press releases whenever possible. It may seem like tooting your own horn, but otherwise you could miss out on a valuable opportunity. Go after opportunities that benefit your key demographics; for instance, if you are targeting new parents, do something to benefit young children in the community.
Corporate social responsibility is a powerful tool to build your Pathos as a brand. As you grow as a company, consider using more CSR activities to your advantage.
