The best brands seek to change lives using their network, and so should yours

The best brands speak about more than just themselves. The best brands use their network to promote change and make a difference.

Frankly, the best brands act as humans, have a face, and help others.

YSL’s Abuse is Not Love Campaign

YSL’s recent Abuse is Not Love campaign does exactly that. 

I spotted it in Elle, while I was sipping my Cortado one afternoon, and was stunned to see no female model hugging a golden perfume bottle.

Instead, I was met with a dark blue background. Across which: splashes of red. Bold, white fonts speaking about abuse.

Is this YSL?

My eyes double-checked the logo at the top of the page: it was.

I immediately started reading the ad.

It spanned three pages, which were interspersed in the magazine, so that you couldn’t miss the message, even if you wanted to.

Each page offered further info (and infographics) on how to spot an abuser and look for warning signs.

I read about things I didn’t know were true.

Really? There is a “Honeymoon Phase” in the abuse pattern?

Not only is the brand standing for something other than itself, it’s actively participating in helping people spot and fight abuse.

YSL’s ad is not an ad. It’s a helpful one-pager that just might change someone’s life.

The result? I now think of the brand as more than those three letters splashed across many an influencer’s handbag on Instagram.

I see the brand as one devoted to making an impact using their massive influence and following. 

The brand is part of our community, our humanity.

According to their website, their goal by 2030 is “to educate 2 million people worldwide on the warning signs of abuse.”

They’ve already educated one.

Other Examples Include Dove, Nike, and Dior

There is also Dove and Nike’s Body Confident Sport program, which raises awareness about body image and helps girls overcome self-image issues.

And Women@Dior, a unique international mentoring and educational program that coaches young women. 

You Don’t Have to be Nike to Make an Impact

Your brand should be more than a service or product. Even if it’s as small as a local toy store and if you simply print out your message and post it to your front window.

You don’t have to be Nike to make an impact. And you don’t need to reach two million people worldwide by 2030.

Start small and see where it takes you.

Perhaps you source all of your milk locally and help farmers–say it!

Maybe you’ve created a small hub inside your coffee shop where young moms can connect and feel less alone? Shout it.

Does your local bookshop support local artists by providing open mics on Sundays? It’s everything.

Is your law firm reading to kids in need? It’s already inspiring little lives.

Your Brand Should be Complex, Multifaceted

Like a human being, your brand should be complex, multifaceted.

It should dream, inspire, and lead. 

It should try and use its power (hello social followers, email subscribers, people entering your stores, and those seeking your services) to help others.

It should walk among us, and talk directly to us.

And more importantly, it should tell its story.