Building a Brand That Gives Back

Building a Brand That Gives Back with Sweet Nectar Society

Want more information on this article? Get access to video content and additional supporting images. Launch the November 2017 issue of the magazine by logging in or signing up for a free account. Shutter Magazine is the industry’s leading professional photography magazine.

Most​ ​of​ ​us​ ​don’t​ ​begin​ ​our​ ​photography​ ​journey​ ​with​ ​the​ ​idea​ ​that​ ​we​ ​might​ ​use​ ​our​ ​talents​ ​for​ ​a​ ​better purpose. ​Our​ ​ability​ ​to​ ​make​ ​time​ ​stand​ ​still,​ ​to tell​ ​a​ ​story​ ​without​ ​words,​ ​to capture​ ​an​ ​idea​ ​that​ ​might​ ​not​ ​be​ ​so​ ​clear​ ​to​ ​the​ ​average​ ​eye,​ ​draws​ ​us​ ​here.​ ​It​ ​inspires​ ​us ​and​ ​challenges​ ​us to​ ​do​ ​more.​ ​If​ ​the​ ​idea​ ​has​ ​crossed​ ​your​ ​mind​ ​that​ ​you​ ​might​ ​be​ ​able​ ​to​ ​provide​ ​a​ ​service​ ​that​ ​goes​ ​beyond ​​taking​ ​photos,​ ​keep​ ​reading to learn​ ​what​ ​goes​ ​into​ ​building​ ​a​ ​brand​ ​that​ ​gives​ ​back.

Sweet​ ​Nectar​ ​Society​ ​was started​ ​by​ ​two​ ​photographers​ ​with​ ​heart​.​ ​Our​ ​focus​ ​was​ ​on medically​ ​fragile children,​ ​and​ ​the​ ​goal​ ​was​ ​to​ ​provide​ ​as​ ​many​ ​free​ ​sessions​ ​to​ ​families​ ​as​ ​we could.​ ​What​ ​did​ ​we​ ​want the​ ​brand​ ​to​ ​convey?​ ​Hope,​ ​courage​ ​and​ ​strength—a simple​ ​concept​ ​with​ ​an​ ​incredibly​ ​meaningful​ ​mission.

We​ ​have​ ​spent​ ​countless​ ​hours​ ​working​ ​on​ ​our​ ​brand—everything​ ​from​ ​identifying​ ​our​ ​purpose,​ ​to​ ​networking​ ​and​ ​building relationships,​ ​to​ ​becoming​ ​a​ ​recognizable​ ​symbol​ ​in​ ​our​ ​community.​ ​Before​ ​our​ ​organization​ ​took​ ​flight​, ​we had​ ​to​ ​establish​ ​every​ ​detail,​ ​including​​ ​behind​-the​-​scenes​ ​administrative​ ​aspects​ ​of​ ​running​ ​a​ ​charity​ ​and then​ photo​ ​style,​ ​color​ ​scheme​ ​and​ ​everything​ ​in​ ​between.​ ​We were​ ​laser-focused​ ​on​ ​the​ concept of​ ​giving through​ ​the​ ​art​ ​of​ ​photography.

Whether​ ​you​ ​want​ ​to​ ​give​ ​by​ ​creating​ ​your​ ​own​ ​nonprofit​​ ​or​ ​by​ ​aligning​ ​your​ ​business​ ​with​ ​an existing​ ​cause,​ ​we’d​ ​like​ ​to​ ​share​ ​with​ ​you​ ​some​ ​insights​ ​based​ ​on​ ​our​ ​experiences​.

Cause​:​ ​Identify​ ​Why You Want​ ​to​ ​Build a Brand That Gives​ ​Back

There’s no shortage of causes.​ ​If​ ​you​ ​feel​ ​passionately​ ​about​ ​a​ ​cause​, ​then​ ​you​ ​are​ ​qualified​ ​to give.​ ​Whether​ ​it​ ​is​ ​by​ ​donating​ ​your​ ​time,​ ​offering​ ​your​ ​talent​ ​or​ ​contributing​ ​monetarily,​ ​you​ ​can make​ ​a​ ​difference.​ ​It’s as easy​ ​as​ ​that. ​A​ ​little​ ​heart ​goes​ ​a​ ​long​ ​way.

Pablo​ ​Picasso​ ​once​ ​said,​ ​“The​ ​meaning​ ​of​ ​life​ ​is​ ​to​ ​find​ ​your​ ​gift.​ ​The​ ​purpose​ ​of​ ​life​ ​is​ ​to give​ ​it​ ​away.”​ ​We​ ​found​ ​our​ ​gift​ ​in​ ​photography.​ ​It​ ​is​ ​a​ ​fulfilling​ ​experience​ ​to​ ​capture​ ​our​ ​clients​’ ​stories​ ​and then​ ​give ​them​ ​something​ ​tangible​ ​that will help them​ ​remember​ ​moments​ ​in​ ​time.​ ​

We​ ​cared about​ ​medically​ ​fragile​ ​children, ​and​ ​wanted to tell​ ​their​ ​stories,​ ​which often​ ​go​ ​unheard.​ ​We​ ​find​ ​it​​ ​inspiring​ ​and​ ​rewarding.​ ​Families​ ​often tell​ ​us​ ​that​ ​the​ ​photographs​ ​we​ ​took​ ​of​ ​their​ ​child​ ​are​ ​the​ ​only​ ​photos​ ​they​ ​have,​ ​and sometimes​ ​they​ ​are​ ​the​ ​last​ ​images​ ​they​ ​will ever have of their loved ones.​ ​Stories​ ​like​ ​these​ ​​fuel​ ​our​ ​fire​ ​and​ ​motivate​ ​our​ ​team​ ​to​ ​share​ ​their​ ​gifts​ ​with​ ​Sweet​ ​Nectar.

Commitment:​ ​Understand​ ​Your​ ​Intentions

It​ ​takes​ ​a​ ​lot​ ​of​ ​heart​ ​and​ ​​time​ ​to​ ​maintain​ ​a​ ​nonprofit​ ​organization​ ​and​ ​stay​ ​committed​ ​to ​a cause.​ ​We​ ​encourage​ ​anyone​ ​considering​ ​a​ ​partnership​ ​with​ ​a​ ​charity​ ​to​ ​make​ ​sure​ ​you​ ​are​ ​emotionally invested​ ​in​ ​the​ ​cause​ ​first.​ ​It​ ​is​ ​easy​ ​to​ ​lose​ ​focus​ ​and​ ​fizzle​ ​out​ ​over​ ​time​ ​if​ ​you​ ​do​ ​not​ ​believe in​ ​the​ ​purpose or do not​ ​feel​ ​a​ ​​connection,​ ​or​ ​if​ ​it​ ​does​ ​not​ ​align​ ​with​ ​your​ ​brand.

From​ ​a​ ​charity’s​ ​operational​ ​standpoint,​ ​the​ ​commitment​ ​of​ ​others​ ​is​ ​vital​ ​to​ ​maintaining​ ​a​ ​productive workflow.​ ​Unfortunately,​ ​staying committed is hard.​ ​Life​ ​gets​ ​busy​ ​and duties get​ ​put​ ​on​ ​the​ ​backburner.​ ​If​ ​you​ ​have​ ​invested​ ​your​ ​time,​ ​energy​ ​and​ ​resources​ ​in​ ​something​ ​you believe​ ​in,​ ​you​ ​will be​ ​dedicated​ ​long​ ​term.​ ​

There​ ​is​ ​no​ ​time like​ ​the​ ​present.​ ​If​ ​your​ ​heart​ ​is​ ​pulling​ ​you​ ​to​ ​give,​ ​do it.​ ​There​ ​will​ ​never​ ​be​ ​a​ ​better​ ​time​ ​than​ ​now​ ​to volunteer,​ ​donate​ ​or​ ​start​ ​up​ ​your​ ​vision​ ​of​ ​giving.​ ​Regardless​ ​of​ ​the​ ​time​ ​or​ ​dollar amount​ ​you​ ​are​ ​able​ ​to​ ​give,​ ​it​ ​is important​ ​to​ ​remember​ ​that​ ​every​ ​minute​ ​is​ ​impactful,​ ​every​ ​dollar​ ​counts,​ ​every​ ​commitment​ ​makes​ ​a difference.​ ​Start​ ​small,​ ​and​ ​watch​ ​your​ ​vision​ ​go​ ​from​ ​there.​ ​Start​ ​giving​ ​and​ ​see​ ​where​ ​that​ ​opportunity​ ​leads you.​ ​You​ ​won’t​ ​know​ ​exactly​ ​how​ ​you​ ​will​ ​feel​ ​until​ ​you​ ​get​ ​out​ ​there​ ​and​ ​start​ ​connecting,​ ​so​ ​take​ ​a​ ​step​ ​and see​ ​where the​ ​journey​ ​takes you.

Another​ ​major​ ​factor​ ​to​ ​consider​ ​is​ ​​your​ ​motivation.​ ​If​ ​you​ ​are​ ​expecting​ ​something​ ​​in​ ​return​,​ ​then​ ​you​ ​probably​ ​do not​ ​have​ ​charity’s​ ​best​ ​interest​ ​in​ ​mind.​ ​This​ ​is​ ​not​ ​the​ ​right​ ​cause​ ​for​ ​you​.​ ​You should be thinking about​ ​what​ ​you​ ​can​ ​provide​ ​for​ ​others,​ ​​not​ ​the other​ ​way​ ​around.​ ​Nelson​ ​Mandela​ ​said​ ​it​ ​best: ​“There​ ​can​ ​be​ ​no​ ​greater​ ​gift​ ​than​ ​that​ ​of​ ​giving​ ​one’s​ ​time and​ ​energy​ ​to​ ​help​ ​others​ ​without​ ​expecting​ ​anything​ ​in​ ​return.”​ ​

We​ ​encourage​ ​you​ ​to​ ​give​ ​with​ ​the intention​ ​of​ ​making​ ​a​ ​difference​ ​rather​ ​than​ ​expecting​ ​to​ ​be​ ​rewarded.​ ​At Sweet​ ​Nectar​ ​Society,​ ​we​ ​are​ ​rewarded​ ​in​ ​abundance​ ​with​ ​the​ ​pure​ ​love​ ​and​ ​thankfulness​ ​from​ ​our​ ​Sweeties and​ ​their​ ​families.​ ​The​ ​gifts​ ​they​ ​have​ ​given​ ​us​ ​go​ ​far​ ​beyond​ ​fame,​ ​monetary​ ​rewards​ ​or​ ​validation.​ ​With​ ​an honest,​ ​giving​ ​heart,​ ​you​ ​will​ ​receive​ ​so​ ​much​ ​more​ ​than​ ​you​ ​can​ ​ever​ ​give​,​ ​we​ ​promise​ ​you​ ​that.

Connection:​ ​Invest​ ​in​ ​Relationships​ ​That​ ​Matter

If​ ​you​ ​are​ ​in​ ​the​ ​market​ ​to​ ​start​ ​giving​ ​your​ ​services​ ​to​ ​a​ ​group,​ ​start​ ​networking​ ​and​ ​making meaningful​ ​connections.​ ​Building​ ​relationships​ ​that​ ​last​ ​is​ ​imperative​ ​to​ ​​any​ ​business. These​ ​relationships​ ​​give​ ​you​ ​a​ ​better​ ​understanding​ ​of​ ​the​ ​people​ ​you​ ​serve,​ ​the​ ​community​ ​you​ ​reach and​ ​the​ ​obstacles​ ​you​ ​​run​ ​into.​ ​

Once​ ​we​ ​started​ ​giving​ ​our​ ​Sweeties​ ​photo​ ​sessions​ ​and​ ​learning​ ​of​ ​their journeys,​ ​we​ ​immersed​ ​ourselves​ ​in​ ​their​ ​communities.​ ​We​ ​nurtured​ ​our connections​ ​with​ ​their​ ​loved​ ​ones,​ ​built​ ​working​ ​relationships​ ​with​ ​their​ ​doctors,​ ​nurses​ ​and​ ​teachers,​ ​then partnered​ ​with​ ​other​ ​charities​ ​that​ ​​dedicate​ ​their​ ​time​ ​to​ ​our​ ​Sweeties.​ ​We​ ​were​ ​not​ ​forming​ ​these bonds​ ​because​ ​we​ ​had​ ​to,​ ​but​ ​because​ ​we​ ​generally​ ​care​ ​about​ ​our​ ​kids​ ​and​ ​their​ ​wellbeing.​ ​

By ​building​ ​these​ ​relationships,​ ​we​ ​are​ ​able​ ​to​ ​better​ ​serve​ ​and​ ​reach​ ​more​ ​families,​ ​and build​ ​a​ ​strong​ ​brand​ ​with​ ​a​ ​firm​ ​foundation​ ​based​ ​on​ ​giving.

If you want​ ​to​ ​contribute​ ​to​ ​an​ ​existing​ ​charity,​ ​do​ ​your homework.​ ​Make​ ​sure​ ​the​ ​organization’s​ ​values​ ​and​ ​direction​ ​line​ ​up​ ​with​ ​your​ ​business​ ​model,​ ​and​ ​that​ ​it​ ​is something​ ​you​ ​strongly​ ​believe​ ​in.​ ​As​ ​a​ ​small​ ​nonprofit​, ​we​ ​rely​ ​on​ ​donations​ ​from​ ​our​ ​community​ ​and​ ​our colleagues,​ ​and​ ​appreciate​ ​any​ ​form​ ​of​ ​support​.​ ​When​ ​we​ ​were​ ​just​ ​starting​ ​out​ ​and had​ ​zero​ ​funds​,​ ​we​ ​reached​ ​out​ ​to​ ​Bay​ ​Photo​ ​Lab​ ​and​ ​Pixieset​ ​about​ ​our​ ​mission.​ ​It encouraged​ ​us​ ​​when​ ​they​ ​​supported​ ​us​ ​with​ ​products​ ​and​ ​services.​ ​Years​ ​later,​ ​we​ ​are​ ​still​ ​filled​ ​with​ ​gratitude​ ​by​ ​their​ ​ongoing​ ​generosity.​ ​Every​ ​chance we​ ​get​ ​to​ ​highlight​ ​their​ ​businesses​ ​or​ ​direct​ ​clients​ ​to​ ​them,​ ​we​ ​do​ ​so,​ ​even​ ​though​ ​they​ ​do​ ​not​ ​expect anything​ ​in​ ​return.

If​ ​you​ ​don’t​ ​​know​ ​where​ ​to​ ​start,​ ​begin​ ​by​ ​​sharing​ ​your​ ​ideas​.​ ​Ask​ ​for​ ​feedback and suggestions.​ ​Talk​ ​to​ ​people​ ​you respect and ​trust.​ ​You’d​ ​be​ ​surprised​ ​how​ ​one​ ​small​ ​idea​ ​can spring​ ​into​ ​action.​ ​The​ ​world​ ​has​ ​a​ ​way​ ​of​ ​opening​ ​doors​ ​like​ ​that.​ ​A​ ​few​ ​spontaneous​ ​sessions turned​ ​into​ ​a​ ​hundred,​ ​which​ ​a​ ​little​ ​over​ ​five​ ​years​ ​later​ ​has​ ​turned​ ​into​ ​almost​ ​600—​all because​ ​of a​ ​conversation​ ​with​ ​a​ ​like​-minded​ ​photographer​ ​about​ ​an​ ​idea​ ​to​ ​give​ ​back.

Consistency:​ ​Build​ ​a​ ​Strong​ ​Following

We​ ​don’t​ ​just​ ​photograph​ ​our​ ​clients. We​ ​invite​ ​them​ ​to​ ​be​ ​a​ ​part​ ​of​ ​our​ ​movement.​ ​Giving these kids the​ ​“Sweetie” moniker​ ​makes​ ​them​ ​part​ ​of​ ​a​ ​club​ ​of brave​ ​children​ ​who​ ​defy​ ​odds,​ ​never​ ​give​ ​up ​and​ ​inspire​ ​others.​ ​We​ ​want​ ​them​ ​to​ ​feel​ ​like​ ​they​ ​are part​ ​of​ ​a​ ​bigger​ ​purpose.​ ​Everyone​ ​who​ ​knows​ ​this​ ​child​ ​and​ ​has​ ​seen their​ ​journey​ ​feels​ ​the​ ​same​ ​way,​ ​and​ ​shares​ ​the​ ​same​ ​sense​ ​of​ ​pride.​ ​​We​ ​follow​ ​up​ ​with​ ​them​ ​on social​ ​media, invite​ ​them​ ​to​ ​our​ ​events​ ​and​ show​ ​our​ ​appreciation​ ​​for​ ​letting​ ​us​ ​​be a​ ​small​ ​part​ ​of​ ​their​ ​story.​ ​We​ ​truly​ ​care,​ ​and​ ​put​ ​our​ ​all​ ​into​ ​showing​ ​our​ ​audience​ ​what​ ​makes​ ​these kids​ ​so​ ​great.

Creating​ ​a​ ​strong,​ ​recognizable​ ​brand​ ​will​ ​set​ ​up your​ ​organization​ ​for​ ​success.​ ​We​ ​pay​ ​close attention​ ​to​ ​ensure​ ​every​ ​photo,​ ​post​ ​and​ ​product​ ​we​ ​attach​ ​our​ ​logo​ ​to​ ​has​ ​the​ ​same​ ​high​ ​quality​ ​and style.​ ​The​ ​care​ ​and​ ​consideration​ ​we​ ​pay​ ​to​ ​these​ ​details​ ​gives our​ ​supporters​ ​​a​ ​feeling​ ​of security​ ​knowing​ ​our​ ​Sweeties​ ​are​ ​receiving​ ​the​ ​very​ ​best.​ ​When​ ​our​ ​followers​ ​log​ ​on to​ ​their​ ​social media​ ​accounts​ ​and​ ​notice​ ​our​ ​little​ ​hummingbird​ ​logo,​ ​they​ ​immediately​ ​know​ ​what​ ​to​ ​expect:​ ​a beautiful​ ​image​ ​of​ ​a​ ​strong​ ​and​ ​brave​ ​Sweetie.​ ​Donors​ ​know​ ​these​ ​kids​ ​will​ ​receive​ ​galleries​ ​of images ​and​ ​a​ ​special​ ​book​ ​made​ ​possible​ ​by​ ​their​ ​support.

This​ ​endeavor​ ​includes​ ​brand​ ​recognition.​ ​We​ ​want​ ​our​ ​name​ ​well​ ​known​ ​in​ ​our​ ​community,​ ​and​ ​use every​ ​available​ ​resource​ ​​to​ ​achieve​ ​that.​ ​We show​ ​up​ ​at​ ​events​ ​that​ ​relate​ ​to​ ​our​ ​charity, volunteer​ ​our​ ​talents​ ​to​ ​like​-minded​ ​organizations,​ ​get ​our​ ​story​ ​told​ ​on​ ​the radio,​ on ​television ​and in newspapers.​ ​We leave our fliers every​ ​place​ ​that​ ​might​ ​interact​ ​with​ ​one​ ​of​ ​our​ ​kids.​ ​Doctor’s​ ​offices​ ​have​ ​photos​ ​of​ ​the​ ​children we​ ​photograph​ ​hanging​ ​on​ ​their​ ​walls,​ ​which​ ​we​ ​provide​ ​free.​ ​Even​ ​though​ ​we​ ​are​ ​not​ ​for profit,​ ​we​ ​still​ ​need​ ​to​ ​invest​ ​in​ ​marketing​ ​our​ ​brand​ ​to​ ​the​ ​right​ ​audience,​ ​not​ ​only​ ​to​ ​help​ ​with sponsorships,​ ​but​ ​to​ ​foster​ ​the​ ​belief​ ​in​ ​what​ ​we​ ​are​ ​doing​ ​and​ ​find​ ​people​ ​who​ ​are​ ​willing​ ​to​ ​come along​ ​for​ ​the​ ​ride.​ ​We​ ​want​ ​our​ ​name​ ​and​ ​brand​ ​to​ ​be​ ​well​ ​known​ ​and​ ​spoken​ ​often.

Finding​ ​the​ ​drive​ ​and​ ​ability​ ​to​ ​give​ ​back​ ​doesn’t​ ​​happen​ ​overnight.​ ​Having​ ​a​ ​clear​ ​plan will​ ​help​ ​carry​ ​your​ ​idea​ ​into​ ​action.​ ​Thoroughly​ ​think​ ​things​ ​out and​ ​make​ ​a​ ​plan​ ​for​ ​both​ ​your​ ​giving​ ​and​ ​your​ ​time. Go​ ​into​ ​it​ ​with​ ​as​ ​much​ ​information​ ​and​ ​support​ ​as you can get.​ Study how​ ​​successful charities​ ​do what they do.​ ​Connect​ ​with​ ​others​ ​who​ ​share​ ​the​ ​same​ ​desire to give.​ ​Talk​ ​with​ ​​people​ ​who​ ​are​ ​in​ in​ need.​ ​Gather​ ​your experiences​ ​and​ ​go​ ​forth​ ​with​ ​​positivity.​ ​

The​ ​world​ ​needs​ people who are willing​ ​to​ ​put​ ​it​ ​all on​ ​the​ ​line​ ​to make​ ​just​ ​one​ ​person’s​ ​day​ ​better.​ ​We​ ​can all​ ​help. ​We can all​ ​change​ ​lives​ ​if​ ​we​ ​only​ ​look​ ​within​ ​ourselves​ and find ​the​ ​strength,​ ​hope​ ​and courage​ ​to​ ​try.