Try a Little Kindness in Your Brand Marketing!

  • Jun 25, 2018


"No act of kindness, no matter how small, is ever wasted."


Kindness is more than practicing good manners and common courtesy—which are also hard to come by. Kindness goes deeper into caring what actually happens to other people. It’s having real concern for those with whom we share our days and our planet. No better way to practice kindness than in our business dealings with clients, vendors and co-workers. Saying thank you and inspiring others can change the world.


In recent years there’s been a movement toward random acts of kindness—and there are numerous websites (such as with ideas for ways to show kindness to friends, family and total strangers. There are many of my clients who have led the way in providing services to their communities that go over and above what is called for in their industries. These are the professionals that shine. There are many examples I could give you, but I have narrowed it down to a few for this blog post. I hope they will inspire you to create a program of mindfulness for your brand.


Earlier this year, a colleague of mine and his partner saw a need for kindness and responded. They live in a condo community that has many older residents—some in their 90s. The neighbors were upset about a recent conflict with the condo association board. Just before Valentine’s Day, they purchased carabiner key tags engraved with the condo building name. They put them in small gift bags with a few chocolates, a heart-shaped note pad and a note wishing each person a Happy Valentine’s Day, then hung the bags on each neighbor’s doorknob. The response was amazing. People called and sent notes—one woman gave them a big hug. The gift was a small gesture, but it showed kindness when his neighbors needed it most.


What has your client done for the community lately that you could thank them for?


Another company I have worked with are strong believers in the power of kindness. Their company’s culture centers on giving back, and the ownership team has long been involved in a number of philanthropic projects. Their latest brainchild is aptly named the Kindness Container.


Every year their team strives to create new experiences around the company brand, so, to mark its 20th anniversary, the team came up with the idea of using a branded cash-blowing machine at its booth at a conference earlier this year.  As $30 to $50 worth of cash blew around in the machine, lucky conference attendees had 20 seconds to grab as much as they could. Watching the action became a fun centerpiece of the event, but the most memorable experience is what happened after collecting the cash. 


The staff exchanged their crumpled bills for crisp ones affixed with a Post-it® asking participants to use the money to sprinkle kindness in the community—whatever they determined that to be. The team later heard from many who said they gave their cash to homeless people, bought coffee for strangers or donated to a cause, and they relayed how powerful that was for them. Connecting experiences like these to the company’s brand was a win-win.


What can start as a way of saying thank-you to customers can quickly grow into a more substantial reward for your brand and tell the story of your alignment with its core values of caring, kindness and reinforcement that we are human beings with hearts. 


How can you inspire others that do business with your brand to pay it forward in a world that sorely needs more kindness?


This has me thinking about what could happen if even a few companies gave to their clients and colleagues just for the sake of spreading kindness. Whether that was a note pad with a thank you message, or money from a cash-blowing machine with a Post-it® note encouraging them to pay it forward... the ideas are endless! Can you imagine the stories you would get back? Just thinking about that makes me smile.


Here are a few ideas to get you started saying "thank you".  Email for details, or click the image to go to the site to order.