Environmentalism, humanitarianism, sustainability. These concepts and causes have evolved over the years from dinner table talk to global movements that are reshaping entire industries, nations, and our modern way of life. Sustainability in particular has become a global cause in business and our personal lives. It encompasses eco-friendly practices, conservation and preservation, fair trade, equality, and so much more. In fact, companies around the world are adopting sustainability as their primary business model, from your vegan cookie shop down the street to global enterprises.
Not only is sustainability geared towards long-term business survival in terms of financial stability, making it a great way to actually minimize the COVID-19 impact on your business, but it’s also one of the best ways to connect with the modern consumer on a deeper level. This is how you can build a loyal customer collective and a devoted following. So, let’s explore the five key tips that will help you build a brand around sustainability.
Defining your brand values and promises
In the modern business world, you can’t have a company without a brand. Well, you can, but then you have nothing to separate you from all of the other faceless businesses in your industry, and that’s no way to connect with your audience in a meaningful way. Rather, your focus should be on building a powerful brand identity that will capture the attention of your customers and the media, and show the world what makes you unique.
This identity should, of course, be built on the foundation of sustainability, and sustainable values and promises. However, before you start defining your values, you have to do some customer research and find out what values drive and inspire your customers the most. These values should define your brand, after which you can derive your company’s promises based on your value set. Of course, you can’t just talk about it, you also need to act on your promise.
Creating a sustainable supply chain
If your brand is all talk and no game, people are going to notice right off the bat. You can’t afford to find yourself in a situation where a notable influencer or a customer calls you out for a glaring gap between the things you say and the things you do. That’s is why you have to prioritize building a sustainable supply chain that emphasizes fair trade for your company.
You see, it’s not just about the sustainable things you do. It’s also about the things that your partners, manufacturers, vendors, endorsers, and suppliers do. If any of these links in your supply chain is using unethical or unsustainable practices, you can bet that your brand’s reputation will suffer as a result. Choose to work only with sustainable partners, and you will stay true to your promise.
Build a community with your personal brand
The online community is a powerful collective of consumers, influencers, leaders, and other notable figures, all of which can make or break your brand’s image depending on the way you promote and advertise yourself. Consistency is key to success, especially if sustainability is the biggest selling point for your company. So, you have to make sure that your marketing is geared towards building a thriving community.
A great way to do that is to take the corporate veil off your business and focus on your personal brand. You can start by leveraging a personal domain name to create a more people-oriented image online, and then use that personal brand to really connect with the people, share important stories, craft narratives around sustainability, and become a valuable member of the community. People love seeing a strong, positive leadership figure behind a brand, especially when you’re pushing for sustainability, so use it to create a better community for all.
Take an active role in supporting sustainable causes
Aside from your brand’s promise, the way you connect with the community, and your sustainable practices, you also want to actively support sustainable causes. You can do this by supporting the people who make clothes, the various causes that focus on environmentalism, or the causes that aim to end child labor or worker exploitation – the possibilities are endless.
Promoting other sustainable organizations
Lastly, it’s always a good idea to show the world that you’re not focused on growing your company through sustainability, but that you’re focused on growing the movement and thus enabling the growth of sustainable businesses and organizations. In other words, by promoting and aiding the work of other sustainable organizations, you can promote your own brand while at the same time promoting a sustainable future and a healthier way of being.
Wrapping up
Sustainability is much more than a buzzword for a company to use to improve brand visibility, it’s a way of life for millions of people around the world, and the only way to safeguard the world for future generations. With that in mind, use these tips to build a brand that the whole world will know and love.
