Whilst more brands are jumping on the sustainability bandwagon, being sustainable is more than developing a few ‘green’ initiatives backed up by a brand strategy or marketing campaign. A truly sustainable organisation is driven by a commitment to put the planet before their profit margin. They are dedicated to their values, and targets to reduce carbon emissions and provide net positive products and services.
Sustainable brands are obviously not new, but COVID-19 has accelerated the growth in the number of brands that are committed to do good. This growth is driven by increased numbers of consumers supporting brands they feel aligned with and that share their values.
Are you looking to develop a sustainable brand strategy? Here are some tips:
1. Define the purpose of your brand – how is you brand putting the planet first? What does your brand stand for? Build the right story around your business.
2. Make sure your image aligns with your narrative and purpose. Design your image carefully so it reinforces the identity you are trying to create. Convey your sustainable nature through everything from web design to your logo.
3. Create a positive tone of voice – the right tone of voice supports your brand’s credibility. Have a distinct and consistent voice that reminds your clients of your values. Be transparent, authentic and honest.
4. Build your tribe – sustainable brands are all about community and participation. It’s important to cultivate your community, and start drawing the right people to your company.
Remember, today’s customers are driven by and devoted to companies that share their values.
EcoStory can assist your company with building a sustainable branding strategy. Contact us on firstname.lastname@example.org if you’d like to have a conversation about your branding.