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Green Branding 101

Tuesday, November 22, 2011 5:37
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(Before It's News)

This post was originally posted here: Green Branding 101

Creating a brand that is eco-friendly begins with a green idea, whether you’re conserving energy and cutting back on waste, adopting manufacturing practices that pollute less, donating to environmental causes, or even developing eco-friendly products for the consumer public.  There are many levels of green business, but working to reduce your carbon footprint is only the beginning of the process.  If you want to brand your company as green, you need to let the public know what you’re doing on behalf of the Earth.  So here are the basics of getting your message out to consumers and the media so that your eco-friendly efforts can help to bolster your brand even as they protect the planet.

  1. Broadcast your efforts.  The best way to make the public aware of your environmentally friendly stance is to orchestrate some media attention.  Offer your story of green business sensibilities to newspapers, magazines, and blogs (or even TV and radio if you think you can garner interest in those areas).  You’ll likely have no trouble netting articles in green publications, but the major coup will be securing coverage in unrelated news outlets.  Make every effort to exhaust your options here; no news is bad news, right?
  2. Tailor your advertising.  When it comes to your advertising strategy, you have total control over how to spin things so that the public develops a positive perception of your brand.  So whether you’ve got ads in television, radio, and print, you practice ad-sharing online, or you’re advertising via your own website, you need to include information about the ways in which your company is doing less to harm the environment than the competition.  Play up the fact that your products and services offer the added value of being guilt-free.  A lot of people these days are looking for ways to reduce their negative impact on the Earth, so let them know that your company can help them to meet their green living goals.
  3. Team up.  If you seem to have hit a standstill with your branding efforts, consider shaking things up by collaborating with another green company that is more prominent than yours.  Creating a product, offering a service, or even hosting an event that gives proceeds to an eco-friendly cause can give you the boost you’ve been looking for, especially if you invite the press to do a story on your new partnership.
  4. Do more.  There are always ways to improve, and when it comes to going green, new techniques and technologies are emerging every day to help you reduce your carbon footprint.  So think about ways that you can do more to enhance your image as a company that cares.  Install alternative energy at your facility, conserve water and power, and cut back on wasteful practices.  Although some changes will cost you up front, all will save you money in the long run.  And the publicity and bragging rights you receive are like free advertising.
  5. Consider your logo.  One area of branding that few companies consider changing when they go green is their logo.  But logo designing is a serious matter, and using an image that speaks to your green sensibilities can only help to brand you as a company that is committed to environmental protection.  So consider a logo evolution that will leave your symbol recognizable to customers, but also helps spread the word that you run an environmentally responsible business.

Sarah Danielson is a contributing writer for LogoMojo, where you can create the perfect logo design for your business. Click here for more information on LogoMojo.

Read more at Talking About Green


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