Growing a successful brand is much like growing a garden. The more you put into it, the more you get out of it.
When it comes to branding a green business, it’s becoming harder and harder to stand out in a sea of companies claiming to have green products and ethical practices. While it’s wonderful that green is going mainstream, it makes good, original branding even more important for green businesses.
How do you set your business apart and attract new customers in a competitive marketplace? You work on your image, your public face, and your reputation. In a word, your brand.
Your brand portrays who you are as a company, so of course a green company is going to project a green image. But be careful that you avoid cliches typically associated with green businesses. Focus on what sets you apart as a company besides your greenness, while showcasing that as well.
Don’t be afraid to parade your green accomplishments, such as your switch to sustainable office supplies or the new solar panel installed on your building. Milestones in your path to sustainability make great fodder for ad campaigns and press releases. But the core of your brand should be focused on a larger story, one that tells who you are and why you do what you do. Your brand image should say more than that you’re green (a lot of companies are making this claim). It should show what you’re doing to actively fulfill your company’s green mission. And don’t just say it, do it.
As eco consciousness spreads and more companies “go green,” your company’s brand will need to be unique, timeless, and backed by more than marketing fluff. If you’re committed to your cause, it will be part of your business plan and your operations. Being true to your green brand means living up to your ideals every day and with every business decision. It means keeping your promises to your customers, actually taking action towards sustainability, and not just riding on the green bandwagon because it’s profitable. Any company can greenwash, but a truly green company does its brand justice through community involvement, raising awareness for a cause they actually care about, and leading by example.
In other words, branding is more than a slick logo and an inspiring tagline, although those are important, too. The best way to build your green brand is by proving your commitment to sustainability through your actions. Without action, genuine interest, and progress to back up your green brand, consumers won’t know you’re sincere. And as more companies jump on the green bandwagon, your potential customers may be looking at so-called green companies with more scrutiny. Earn their trust by showing them you mean it.
Be the change. The customers will follow.
Read More About Branding a Green Business
- How to Do Cause-Related Marketing Well on Ecopreneurist
- The Six Sins of Greenwash… and How to Repent on Sustainablog
- Changing The Landscape Of Eco Labeling – Who Consumers Trust on Ecopreneurist
- Sustainability: an Essential Part of Business Planning on Ecopreneurist.
Photo by Mayr under a Creative Commons license.