In marketing terms, an organization’s trademark, or “mark,” is any word, phrase, symbol, design, sound, smell, color or combination of these used by a company to identify its products or services and distinguish them from products and services provided by others.

We’ve talked many times about the importance of having a unique mark and protecting it both legally and by using it wisely. It’s one of the most valuable and important assets your company has.

But that’s not the kind of mark I want to talk about this week. I’m talking about the mark that your organization is leaving on your community. When we think about companies that have helped shape Des Moines, we can’t help but point to the Principals, Merediths and Wellmarks of our world, whose civic-mindedness has changed the landscape of our shared community.

For every company the size of those giants, there are hundreds of businesses with a handful of employees. Normally those companies fly under the radar because it’s assumed we can’t possibly have that kind of impact. I want to challenge that belief. Whether you are a solopreneur, have fewer than 20 employees or maybe have a few hundred people who work in your organization, you can leave your mark.

Think I’m crazy? I offer my small agency as an example. I’m very proud of the work we do for clients across the country. We help them connect with their best-fit prospects and create lasting relationships with their customers. But honestly, that’s just us doing our job and what we get paid to do. Important, yes. Our legacy in this community? No.

Twenty-plus years ago, we were part of the team that conceived, created and launched Jolly Holiday Lights for the Make-a-Wish Foundation. Five-plus years ago, we conceived, created and launched the YESS Duck Derby for Youth Emergency Services & Shelter of Iowa, and last year we conceived, created and launched Search the City for the I Have A Dream Foundation. 

Those events raise a combined $500,000-plus per year for those three organizations. They are the largest fundraiser for each of them and they have become a significant part of their brand and their connection to the community and help them serve more children every year.

That’s our true mark. We used our best resources to change our community for the better. My point is this: If we can do it, so can you. Lest you think I’ve forgotten that this is a column about marketing, let me connect the dots. Being an organization that changes the course of your community is good for business. Here are some of the ways it translates to your bottom line.

Brand building: No doubt, being perceived as a company that serves the community is a powerful way to generate awareness, respect and appreciation for your brand. 

Employee attraction: Today’s employees want to work for an organization that has a greater purpose than just making a profit. They want a company with a connection to the community and a conscience.

Tip the scales: If a prospect is trying to decide between you and your competitor, and one of you is known for doing something special for your shared community, who do you think will get the nod? 

I challenge you because this doesn’t happen by accident. What mark will you leave on this community?