Green Branding & Social Marketing
Let's start with Branding. Branding is that "thing" that sets your business apart. It differentiates you from the group. You could consider it your " business fingerprint."
Branding includes how you do business, how your internal systems function as well as how you present yourself to the world via your logo and website. Is your print clean or smudged?
Green Branding starts with identifying what your company is doing that is green and then leveraging that in the marketplace to full advantage for your business. The DNA of your business may be green (i.e., United States Green Building Council). You may have one department that is green (a law firm with an environmental law department). It may be that your company believes that reducing, recycling and re-using simply makes good business sense. It does!
Important Questions in Green Branding
How green is your consumer? This is the key question. The answer varies with the product or service. Today's green consumer often behaves more like a chameleon - purchasing both the hybrid and the SUV! Green trends have and continue to change rapidly. As green branding specialists, we follow the trends, blogs and reports for your industry and market.
How green is your product? Service? Being eco-conscious isn't always a yes-no proposition. It often requires being attentive to several variables at once. That's why we keep up with eco-labels and green experts that help us credential your product or service. This helps us strengthen your position in the market.
Social Marketing / Environmental Marketing focuses on behavior change for the bottom line. These changes may be small – switching to more energy efficient light bulbs - or large – having a city restructure its waterways for more effective water conservation.
While more often found in the non-profit and government agency arenas, Aspire has found that weaving social marketing approaches into values-driven, for-profit campaigns produces effective results.