Sweeten Your Brand’s Impact with a Meaningful Cause

Can a product brand have a higher purpose and not seem like it’s just jumping on the “cause” band wagon? Well, we believe that sweetriot has made the cut with grace and impact.

sweetriot makes chocolate candy. Sounds simple enough, but they have taken their brand to another level altogether. They are a mission-based business that wants to “create a more just and celebrated multicultural world for our next generation”. They embrace this idea throughout their company and in every area of brand expression.

How do they succeed in clearly defining their brand promise to make their product and purpose stand out?

Their name says it all. sweetriot immediately implies they are making their voice heard, that they welcome others into the process, and they do it while creating a sweeter place, literally and figuratively. In their own words: “A sweetriot is a joyful celebration of culture, diversity, and understanding — it is the opposite of a civil riot, which is dangerous, violent, and oppressing.”

They are consistent and creative with their use of verbal identity. CEO, Sarah E Endline, calls herself the “Chief Rioter.” Customers are asked to “Join the riot.”  Their chocolate treats are called “peaces.” Their copy reinforces their dedication to fair-trade and social causes that better the communities from where their materials are sourced.Their tagline is “Fixing the world one ‘peace’ at a time. Sweet for the world & sweet for you.”

Their mission is integrated as a part of every aspect of their business – it is not an add-on. It is integral to their products, partnerships and people. They walk the talk.

Their logo helps tell their story. Their logo is a thumbprint and also the globe. Immediately we know sweetriot is aware that they are leaving their personal mark on the world and it serves as a reminder to us that we are, too (everyone has a thumbprint and everyone lives on Earth).  Based in NYC, USA, sweetriot’s brand colors of red, white and blue reflect their company’s origin.

Their packaging is social and unique. sweetriot supports the emerging artists community by featuring works that embrace sweetriot’s culture on the candy wrappers. Works of art to be featured are selected by votes from website visitors.

sweetriot put a creative twist on their brand by directly involving their market and community and by consistently reminding their customers that when they purchase a sweetriot product they are doing more than simply satisfying a chocolate craving.

If executed with authenticity and care, your customers may respond with loyalty and enthusiasm when they realize that by connecting with your product they are in turn contributing to a larger community. Identifying associations that resonate on a meaningful level with your target market takes strategic thinking. Incorporating your promise into your brand identity takes planning. At Brand School, the highly effective, premier branding program, we deliver the tools and steps you need to sweeten your brand and its connection to your market. Receive more information about Brand School’s next session and get free brand-building tools and tips when you join our mailing list.

This post is part of our Brands That Twist series celebrating innovative brands. Read about other breakthrough brands and more ways to grow your business and brand here.

“I’ve taken quite a few courses on branding and marketing overall. However, what attracted me to Brand School was Julie’s experience with branding from a corporate level.” - Barbara Wanzo, Non-profit Homeowner Services.


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