You may have heard about certain companies getting a lot of attention from people and the media because they were able to align themselves with very noble charitable causes. In fact, many of today’s successful brands are able to generate good approval ratings from the public due to their unfailing commitment to making a positive difference to society. And it would be in your best interest—and that of the company that you built—if you were to also take a stand and let the public know that your brand has a philanthropic side.
Wanting to establish a charitable foundation as a way to extend your corporate branding in a positive way is something that requires careful consideration on multiple factors. Even if your intentions are genuinely, consciously altruistic, you can’t just simply make grand charitable gestures on behalf of your company just because you want to do so. You need to be very smart and strategic about this type of situation since acting too rashly might cause people to think that you have underlying ulterior motives for being so charitable all of a sudden.