BY MIKE KOPPE
Being a green company or brand is mandatory nowadays. B2B, B2C and B2G clients ask for it and some requirements are even legally binding standards. But how does a brand become a green brand?
“A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association).
According to this definition, just painting your brand green won’t suffice. In fact, it will rather harm your brand. Being green or in other words sustainable needs to come from the core of your business. If this is the case, consumers will positively associate your brand with environmental conservation and sustainable business practices.
According to the latest marketing literature there are two brand positioning approaches – the functional and the emotional approach.
Whilst the functional approach is clearly based on tangible and measurable activities around the production and product (e.g. usage of green energy, recyclable material, repairability) the emotional approach touches the senses of customers (e.g.: contributing to a greener world, avoidance of waste, associating oneself with a green lifestyle, etc.) In practice, one follows the other as your brand´s sustainable actions will attract customers with a similar mindset.
If this is ingrained in your company’s culture, it will create an authentic green brand almost automatically. Of course, it will require dedication and focus but it will also strengthen your brand perception in an authentic way. The benefits are clear. Authentic brands earn the long-term loyalty of their customers This should encourage any decision maker to invest in green brand development. Mistakes along the way will also be forgiven because they’re easy to resonate with and understand.
We encourage you to embrace a green approach for your branding. It’s a sustainable investment into your company’s future.
HOW THE PLANET CALLS CAN HELP
Our team of experts at The Planet Calls can help you define and develop your brand if you’re just starting out, or help you strengthen your brand if you’re embracing greener practices or embarking on a sustainable journey.
For more info please visit our website: www.theplanetcalls.com
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