3 Ways to Create a Sustainable Brand
It’s a new year and a great time to take a look at your brand and make sure it’s who you want to be and who your clients expect you to be.
Sustainability within a brand is something that consumers have slowly been seeking out. Since COVID-19 and the slow economic recovery many consumers have grown increasingly conscious of their favorite brands stance from a social and environmental standpoint.
Understanding where you stand from a business perspective and where your target audience sees you, will help you create a clear and cohesive brand image in the coming year.
Many businesses had to pivot last year to continue their growth an although change can bring its share of problems it’s important to stay adaptable. Below are a few things your business can do to remain strong in 2021.
Tailor your brand message
First you have to understand your audience, who is buying your products or services?
This group could vary and you may need to make a couple different branding messages to send out and this could vary depending on the platform that you send it out to. Your Facebook audience is or can be very different from your Instagram audience and your email list may include parts of both groups and additional members.
Speak to the audience you’re delivering to and don’t lump them all together. It’s important that they form a connection with your brand. Sustainability might be a very sensitive subject to them, make sure you provide them the assurance they’re seeking.
Not all issues are created the same
Consumers are very aware of social and environmental issues plaguing us right now. Depending on your industry, consumers are looking for recycled materials, no harmful chemicals, reusable packaging. Consumers also like to know how you give back to the world, are you planting trees, helping within your local community?
If your business is on a national or even world-wide level you’ll also want to take notice to each geographic location. Each area may require slightly different branding messages. Do your research, it will pay off in the long run.
We know these issues are top of mind for many of our clients, don’t make them search for the answers.
When I think of a company that is doing this well, Chipotle comes to mind. During the month of December I received a couple different emails telling me just how they’re giving back, how they use recycled goods, how many people and countries they have helped. They told me where they source their food from and how good it is for me.
They didn’t have to do this, they didn’t have to email all of their subscribers and members to tell them but they knew how important it is to their members. All of this helped with their transparency. It served as a friendly reminder why we continue to eat their and choose their fast casual restaurant over others.
Make a difference
Now is the time to take action, the sustainability movement isn’t going anywhere anytime soon so the sooner you embrace it the better off your business will be. Start taking notes of what your business is currently doing and what it might be able to do better. Then share that news with your clients, whether it be via email like Chipotle, through social media or even create a blog post.