Better Business Bureau
The Challenge
The Better Business Bureau (BBB) faced the challenge of adapting its longstanding reputation as a trustworthy business validation organization to incorporate the growing demand for businesses that value societal sustainability and social impact. The BBB aimed to develop a social impact validation seal that would fill a unique role in the marketplace, positively influence customers, and potentially generate significant revenue. However, initial attempts to partner with external organizations had revealed concerns about brand dilution and proprietary control over the product.
What Prosono was hired to do:
Prosono was hired to assist BBB in developing a social impact validation seal that aligns with its mission and brand identity. The goal was to create a pilot program for this trustmark, starting with defining the product based on market research, developing the validation methodology, designing the seal, and creating a comprehensive pilot plan. This involved refining the product description, incorporating user feedback, assessing internal readiness for the pilot, and creating a detailed execution plan for the pilot launch.
Outcome of the project:
As a result of Prosono's collaboration, BBB successfully designed and launched the BBB4Good Trustmark pilot program. The pilot was externally validated and internally established, encompassing specific validation criteria, tools, processes, and communication plans. The BBB4Good Verified Businesses were accredited businesses that demonstrated trustworthiness and a commitment to purpose-driven activities. The pilot rolled out in 13 markets across the United States and Canada, enabling businesses to showcase their dedication to both integrity and social impact. This project empowered BBB to adapt its legacy to a changing market landscape and further solidified its role as a leader in validating businesses for the modern era.
For more information you can check out the BBB4Good program here.