Trust as a business strategy: how 2bu design puts its values into practice

Table of Contents

1. The background: Why referrals deserve more than just a thank you
2. The thought process: three approaches, three logics
3. What came of it: The referral programme
4. The result: support initiatives offering genuine value in return
5. What has become of it: the NGO support project
6. What we deliberately do not cover under – and why this is important
7. What we have learnt from this

The background: Why referrals deserve more than just a thank you

A brand rarely grows through advertising alone. It grows through people who stand for the same cause and help each other to be seen. Anyone interested in Sustainability, Animal welfare Or, when striving for a more conscious economy, one rarely achieves the goal of – on their own, but rather through a network of people and organisations who support one another, recommend one another and stand up for one another. It was precisely this principle that we did not want to leave to chance, but rather to consciously incorporate into the way we work.

When someone opens up their own network to us and takes a risk in doing so – after all, they’re putting their own reputation on the line – then that’s more than just a footnote. It is Work, even if it doesn’t feel like it. And also a Reference It’s work: investing time, having your photograph taken or being filmed, and talking openly about the collaboration. Work that raises our profile or leads to a genuine project should also be remunerated accordingly.

This line of thinking did not result in a single programme, but in three – programmes – because not every form of support is the same, and because we did not want to treat everything in the same way.

The thought process: three approaches, three logics

The more interesting question wasn’t „How do we say thank you?", but „What exactly are we thanking them for?" A direct referral leading to a signed project is quite different from an honest Google review. And an honest review is, in turn, quite different from the generosity of an NGO that dares to apply for a free project, even though the competition is fierce.

So we have developed three logical frameworks:

• Anyone who sends us a specific project brokers, bears the business risk with – – that deserves a Commission.
• Anyone who follows us on another way Support, for example through a review or an article, deserves recognition in the form of a Discounts on your own collaboration with us.
• And because animal welfare is particularly close to our hearts, we One full branding project free of charge twice a year in order to Non-profit organisation from the Animal welfare.

Three programmes, one shared philosophy: anyone who places their trust in us or helps us raise our profile should actually benefit from it – – is more than just a thank-you note.

What came of it: The referral programme

Anyone who introduces us to someone who is looking for exactly what we do, and where this contact leads to a genuine project, will receive 15 % Commission based on the value of the first project. The process is very simple: you make the contact, and the person books with us Coffee date, and you’ll receive your commission once the contract is signed.

So: a recommendation, a project, a commission. What is particularly important to us here is that we do not want to build a system that feels like network marketing. It’s all about genuine recommendations – because we stand for a common cause. And that’s not all. Perhaps your customers would also like to know that you work with brands and people who share the same values.

The result: support initiatives offering genuine value in return

Not every form of support can be converted into a commission. Some gestures are smaller, but just as valuable – –: a picture, a social media post, a blog article, a credit as the creator. To ensure that nobody has to do the maths or haggle over this, there’s a simple rule: Every action counts 10 %.

Ein Blog post It only counts if it’s also shared on social media – – – after all, the link should actually be visible, not just appear on your own website. The Crediting as the author is deliberately kept flexible and can appear wherever it makes sense in terms of content: in the website’s legal notice, on the call-to-action slide of a social media post, in the legal notice of an editorial project, or in the margin of an event roll-up. A Video testimonial This is only possible from the second project onwards. A video like this thrives on genuine support for –, and you can only do that if you’re truly convinced by the collaboration. 

What this might mean in practical terms: First project: A reference with an image (10 %) plus a social media post (10 %) plus a blog article (10 %) plus attribution as the author (10 %) add up to 40 % discount on the first project. Second project: If another project is added, the video testimonial is now also available. A reference with an image, a social media post, a blog article, a mention as the creator and a video testimonial together amount to up to 50 % discount to the new project.

Recommendations and Testimonials should always reflect the actual working relationship. We therefore never ask for a specific star rating or pre-written text (–), but solely for an honest, genuine opinion. Furthermore, we ask all project partners to comply with the respective guidelines of the platforms, particularly regarding the labelling of advertising or consideration.

With all our projects the following applies: Right of reference use. This means that, unless otherwise agreed in writing, we will publish the resulting work – as case studies on our website and across our communication channels. As a token of appreciation We grant our clients the agreed rights of use at no extra cost. For us, this is part of a fair working relationship: good work should be put to use by both sides.

"We wanted a system where nobody feels they have to do or sell anything –, but one that simply recognises what happens anyway out of genuine conviction."
Katrin Tindler-Kempen | Owner of 2bu design

What has become of it: the NGO support project

Some effects cannot be measured in percentages. That is why we twice a year a branding project, completely free of charge for a Non-profit organisation from the Animal welfare to. From among the applications, we will select the non-profit organisation whose cause and impact move us the most. Of course, it also matters whether you get in touch right at the start of the year or after the other places have already been allocated.

What is particularly important to us is that the application process should have been worthwhile even for the non-profit organisations that were not selected. In addition to the same support measures as regular customers, all NGOs that were not selected will receive a guaranteed additional discount of 20 % –, regardless of how many reference modules they can supply. In total, this means that non-selected NGOs can receive up to 60 % discount on her first branding project.

We explain this in more detail, along with exactly how the application process works, in our article on Free branding for animal welfare NGOs. In the end, what matters is not who wins, but that as many principled non-profit organisations as possible can afford a strong brand.

What we deliberately do not cover under – and why this is important

Perhaps the point here isn’t so much about rewarding as much as possible, but about staying true to ourselves. Likes, simple comments or small gestures on social media make us very happy – they’re part of a vibrant community, and that’s exactly what we want. Even a Review on Google or Facebook and a Press release are very welcome here. But we’re not paying for it.

Paid endorsements breach the platforms’ guidelines, and they would go against everything we stand for: honesty without marketing gimmicks. We still value reviews, though – just not in terms of percentages.