Better the World Create Core Message During Distility 1day1brand

Start-up Hopes to Raise Over $1 Billion for Charitable Causes

Better the World Inc. provides an online fundraising platform that brings together individuals, corporations and charities to create change. It allows citizens to raise money for their favourite charities by interacting with cause marketing messages while they surf the web. 

Individuals can install the Better the World sidebar and view corporate-sponsored cause marketing ads while they perform everyday activities on the web. As more people view these messages, corporations will donate more to the charities. This allows cash and time-strapped citizens to take small actions on a daily basis to make the world a better place.

Better the World unites different audiences with different needs – consumers, corporations and charities. When the company launched, they had trouble identifying their target audience and determining how to position themselves in the market.

“Our company has several audiences,” says Kristen Petri, Marketing Manager at Better the World. “Whenever we spoke to someone new, we’d have to describe our brand in a different way. We had hoped Distility 1day1brand would help us get new ideas flowing and clarify our message.”

During the first exercise, each participant selected from images to find the ones that best represented their brand. They used these images to tell a story that explained who they are and the impact they create. This allowed everyone to see how other team members viewed the brand and their target audience.

Better the World started the day with 70% team buy-in about the direction of their brand. Throughout the course of the day, they became tighter aligned around the remaining 30%. The team clarified their target audience and the proposition they must bring to this market.

“At certain intervals a company’s life, it’s important to pause and reflect on what you’re doing and where you’re heading. Everybody develops different ideas along the way, and you end up reacting and creating strategies as things happen,” says Tom Robertson of Better the World. “Going through the Distility 1day1brand process allowed our team to sync up and look at what we’ve been doing, how it’s been going, who are we and what we’re trying to do.”

“The day was insightful, creative and efficient,” says Mark Bachman, co-founder of Better the World. “I can’t believe how much we accomplished in one day.”

Better the World is currently in start-up mode and hopes to raise over $1 billion for charitable causes.

To receive updates on how Better the World and other innovative companies used their new brands to make a difference, subscribe to Rebranding Branding – The Distility Blog.