Corporate leaders have a lot to consider when they begin negotiating and working with local governments to open headquarters in new or unfamiliar areas. Not only is it important to understand their potential target demographic, but it is also important to protect, respect and preserve the pipeline of workforce and consumers already present in the community.
Every brand needs to be aware of the direct impact and responsibility that comes with having a presence in the cities where they plan to operate around the world. Here, 16 experts from the Fast Company Executive Board offer tips for business leaders to execute their grand opening plans successfully, with engagement and buy-in from the local community.
1. Live and deliver on your brand promise.
Once a brand makes a promise, it has a responsibility to uphold and deliver on that promise for the communities it serves and the stakeholders who are invested in the cause. For example, we created SafeHaven to provide confidential mental health support to clinicians. We needed a brand that expressed what we offer with an actionable promise. Our brand is SafeHaven, and that's what we offer to our community. – Melina Davis, Virginia Medical Association
2. Form partnerships with local governments to provide cultural value.
Brands can have a significant impact on the communities in which they choose to live. Depending on the size of the organization, a brand's impact can range from increasing local home prices to generating additional traffic. Brands should find creative ways to collaborate with local governments and ensure their presence becomes a cultural added value to their new neighborhoods. – Pat Perdue, Pat Perdue Strategy, Branding, Influence
3. Continue to have an open dialogue to stimulate the economy through local jobs.
As a woman of color, I believe brands that are anchored in cities have a responsibility to uplift their communities. They must focus on local employment and supporting businesses, not just their products. Collaborating with community leaders and providing an open dialogue is key to making a positive, inclusive impact. Brands must actively contribute to the development of their communities and foster lasting, mutually beneficial relationships. – Maria Alonso, Fortune 206
4. Focus on philanthropy, volunteerism and sustainability to overcome global challenges.
Corporate Social Responsibility (CSR) is essential for brands to meet their community obligations. Through philanthropy, volunteerism and sustainability, brands address global challenges. Effective CSR involves engaging stakeholders, identifying local needs and aligning solutions with values. Prioritizing CSR builds trust, loyalty and commitment to the community, fostering goodwill and relationships. – Scott Syphax, Syphax Strategic Solutions
5. Invest in infrastructure projects to improve transportation and education.
Beyond direct job creation and supporting local businesses, brands benefit from investing in the communities where they're based. Responsible brands can invest in infrastructure projects that benefit the community, like improved transportation and educational facilities. For example, we partnered with the University of Sargodha to establish Pakistan's first incubation center. – Christine Alemany, i2c Inc.
6. Workshop product and service ideas through community feedback.
Working closely with the communities around us is more than a business responsibility; it's an opportunity. The world's most successful brands are constantly creating new products and services. And there's no better place to test new ideas for your customers than the ones who live nearby. Their feedback not only improves innovation, it improves the community. – Barry Fiske, Merkle
7. Initiate regional initiatives to improve access to services.
During my time working at Nike, Lyft, and Amazon, I saw brands positively impact their communities by engaging with and investing in them in authentic ways. These brands did this by launching local initiatives, improving access to their services, and fostering innovation and accessibility, creating a symbiotic relationship that benefits both the brand and the community. When done well, it's magical. – Isaiah Steinfeld, Amazon Web Services (AWS)
8. Create campaigns that respect and celebrate diversity.
As brands establish themselves globally, they also have responsibilities to the communities they serve. These responsibilities, which are driven by factors such as size and influence, require a strong focus on local and cultural sensitivity. It is important to respect and celebrate diversity while avoiding offensive actions and campaigns. – Brian Murphy, Smartling
9. Be mindful of how climate change will affect your employees.
Companies that operate globally must make a positive impact in their new communities, especially by addressing the impacts of climate change on their employees. This includes protecting employees from extreme weather, addressing high insurance costs, adopting environmentally friendly practices, and mitigating pollution-related health risks by providing health support and affordable insurance options. – Stela Lupushor, Reframe.Work Inc.
10. Preserve the city's unique culture.
Every city deserves respect and consideration from the brands that move into the city and take advantage of that city's resources – its employees and consumers. It is the responsibility of brands to ensure safety, sustainability and preservation of the city's unique culture with a vision to positively impact the community through jobs, education and giving. – Larry Brinker Jr., BRINKER
11. We will sincerely and proactively work to develop our employees and contribute to society.
Making an impact in the communities where we live and work is the “why” of a brand's “what.” It is a brand's responsibility to engage and support its communities, not just through the economic impact of jobs and revenue, but by encouraging employees to be part of a “family” and giving back to society. An authentic approach and inclusive opportunities can have a ripple effect that lasts for generations. – Maggie ONeill, Peppercomm
12. Build relationships with other local businesses in your new community.
Brands have a responsibility to shop local. Give other businesses in your area, big and small, the opportunity to earn your business. Building local relationships creates an economic flywheel to win more business, hire better talent, and grow faster. Encourage your finance and procurement teams to find vendors and partners that are based locally. – Steve Pruden, Studio Science
13. Participate in a fundraiser or “friend-making” activity.
People buy from brands that are involved in their local communities and doing good. Consumers feel proud when a brand is global, yet acts locally, supporting its towns and neighborhoods, and caring about the well-being of its customers and employees. Whether it's fundraising or a “gathering of friends,” getting involved and supporting the local economy is a great way to become a “neighborhood hero.” – Jo Ann Herold, Herold Growth Consulting
14. Become a brand that inspires employees to become brand ambassadors.
A brand isn't about you or your product, it's about the people you serve and the value you provide to them. After all, a self-serving company can't serve. A brand can be consistent, authentic, and tailored to the communities in which you operate. Your employees can be your best brand ambassadors, so start by being known as a great employer by your employees and your community. – Jayzen Patria, JP Speakers
15. Put down roots in the community you want to build.
Building relationships with local business leaders, customers and community members is essential to long-term success in any neighborhood. When I expanded into Salt Lake City and opened another studio, I quickly realized the importance of putting down roots myself. Recognizing this, my family decided to move here together, and it has been a rewarding experience for all of us. – Beau Oyler, Enlisted Design
16. We do everything in our power to support our employee community.
Brands can become synonymous with the city they are based in. If a brand treats its employees with respect and care, and those employees are from the community they are a part of, people will love the brand and what it does for the city. Depending on the size of your brand, doing all you can to support the community where the majority of your employees come from can go a long way. – Jason Hall, Five Channel
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