There was a time when companies sought to protect their brands and market share by projecting neutrality on matters of politics and social justice. But today, we often see that customer’s personal and political stance is so intertwined that they expect the same from brands they support. When Studio 15 launched The Future Is Female campaign, the company saw firsthand the ups and downs of taking a political stance.
While companies used to be able to shape their brand reputation easily using traditional advertising and public relations, in today’s digital age, customers have come to expect transparency and trust traditional marketing less and less. Branding is all about connecting with your target market; supporting causes that align with your brand can strengthen that connection and retain loyal customers.
Jia Wertz is the Co-Founder of The Mastermind Exchange, a peer-advisory group designed to give high-achieving entrepreneurs invaluable advice and strategies to overcome growing pains and accelerate growth for their small businesses. She is also Founder and CEO of Studio 15, a socially responsible women’s fashion brand.
Through Studio 15’s commitment to philanthropy, the company has funded more than 30 successful ventures for female entrepreneurs in Africa through a strategic partnership with non-profit organization Kleos Microfinance Group.
During her 18-year career in business development, Jia led the Sales Development, Operations and Communications Departments for bebe, three districts for Aldo Shoes, among roles at other major brands. Jia is also a contributor at Forbes, Huffington Post,and Thrive Global. You can follow her journey on Twitter @JiaWertz.