If you’ve read even a single business book you’ve been veritably beaten about the head and shoulders with the lofty, seemingly all-important and oft-confusing concept of “branding.” Paying homage to this loudly touted marketing concept, many business publications regularly conduct and publish surveys on the world’s most “respected brands,” “most recognized brands,” “most valuable brands,” and the even “most responsible brands” – offering companies public accolades for being well known, well liked and sought after.

This all sounds nice, but sort of begs the question (especially for entrepreneurs focused not on bottom line profits but instead on social issues): So what?

In the end, the concept of branding comes down to a question of identity and clarity. It’s what differentiates, illustrates and compels those who see or encounter it [the brand] to think or feel a certain way, or take action. It allows customers and stakeholders to quickly recognize you and know what you stand for.

Some of the world’s leading brands know well that simply seeing their logo brings to mind a powerful image or creates a specific set of expectations. Think Adidas, Apple, BMW, Louis Vuitton, Hermès, Heineken, McDonald’s, Sony or Volkswagen. While you may or may not like their products or visit their businesses, you do know what they do and what they offer.

But why is developing and understanding branding of important concern for social entrepreneurs? If you’re not in the market to become a global entity or enter yourself in the running for most lauded brand, do you need to worry about this stuff? Absolutely.

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- Diana L. Reid, Conscious Communications