Just a few weeks ago, “Earth Day” marked its 52nd anniversary, which shows that people all over the world have recognised the importance of the environment for more than half a century. So it is no surprise that today’s consumers are paying special attention to seeking out services or products from brands that value the environment.
In this article, we’ll walk you through 5 strategies for building a standout brand with the power of Eco-Friendly thinking, in case brands or marketers who are just getting started want to apply them to their own marketing strategy. If you’re ready, let’s dive in.
Are You Already Familiar with Green Marketing?
Green Marketing, put simply, is marketing for the environment with practices that emphasise the environmental benefits of a product or service. The key difference from traditional marketing is that it does not focus solely on generating revenue and profit; instead, brands must go further and embrace the concept of “restoring the planet.” In addition, there is credible research indicating that half of today’s consumers consider products or services tied to the concept of caring for the planet.
5 Strategies for Building a Standout Brand with the Power of Eco-Friendly Thinking
There are many techniques for building an environmentally friendly brand. If you follow these 5 strategies, you can be confident they will help create strong brand recognition among consumers, making it clear that this brand was built with a genuine and serious commitment to the environment.
1. Start with the Right Initiative
Joe Davies, founder of the digital marketing company Fatjoe, once said, “Something as simple as donating just 1 percent of profits to charity is just as valuable as a brand placing importance on setting a large budget and doing serious branding.” In other words, you don’t always have to commit your brand to doing something so big that it’s beyond your reach. First, get to know your brand’s identity thoroughly: who are we, and what products or services do we have that can help address environmental issues? To assess yourself clearly, you might start with something small, such as designing a logo or adjusting packaging in ways that demonstrate a sincere and serious concern for the environment.
2. People Can Tell! Don’t Build an Image That Tries So Hard It Looks Fake
Adjusting a brand’s image is something that requires a good sense of balance. These days, doing activities for society, or CSR, is one popular way to build a good-looking image for a brand. However, if a brand builds its image in a way that is vague or fails to properly understand the concept of applying environmental ideas to the brand, it may end up undermining the brand’s credibility.
Westerners often call brands that build a fake image related to the environment “Greenwashing,” or the “green washing” of a brand. Today, many brands try to build a good-looking image claiming that they understand, care about, and take responsibility for the environment, when in reality it’s all surface and hollow inside. You have to understand that the context in which people consume media today has changed significantly. If you don’t want your brand to be seen as fake, don’t forget to study the brand’s purpose and understand the environmental concept before you begin the process of adjusting the brand’s image. If you do it properly and appropriately, you can be sure that the brand will only thrive and never flop.
3. Use Materials That Take the Environment into Account
After understanding the environmental concept, you then need to think about whether the brand can choose materials that support sustainability for use in the product manufacturing process. David Wurst, CEO of Webcitz, a well-known digital marketing company, says that if you want to promote your brand through the environment, you also have to choose products made from environmentally friendly materials. So don’t forget to always make sure that the materials used in the manufacturing process have a low environmental impact, or no impact at all.
4. Design Products to Look Eco-Friendly
If the materials in your brand’s manufacturing process aren’t sustainable ones, then at the very least, designing your products or packaging to show that the environment has been taken into consideration will help make the brand easier to remember. Even more so today, there are increasingly more recycled materials sourced from nature as options for designing products or packaging. But as mentioned above, don’t forget to keep the appropriateness and purpose of the brand aligned with the brand’s identity at all times.
5. Focus on Using Renewable Energy
As we all know, the trend toward alternative energy is a new wave that’s on the rise. This can be seen from major energy companies gradually shifting to renewable energy in their manufacturing processes, or from governments in various countries beginning to invest in and cooperate with these energy companies.
For brands that rely on energy in their manufacturing processes, don’t forget to explore various alternative-energy avenues and try applying them. Because in addition to considering the brand’s product itself, choosing environmentally friendly energy practices is another factor that can help build greater credibility for the brand.
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